A Critical Evaluation of Outcome-driven Innovation
Nicki Sutton
Sep 8, 2009
By Strategyn UK's Nicki Sutton
This thesis, prepared by Nicki Sutton when she was a graduate student at Cranfield University's Cranfield School of Management - Strategic Marketing Group, provides a "critical evaluation of Outcome-Driven Innovation." She describes it as "a new approach to listening to and incorporating the voice-of-the-customer throughout the innovation and new product development process." It takes a comprehensive look at the Outcome-Driven methodology, and analyzes more specifically how it applies to new product development processes.
