Strategic roadmapping and ‘next square’ opportunity

1 02 2011

Keith Goffin wrote:

As growth rates continue to be slow in many countries, few companies are focusing on innovation. This is a mistake, as the companies that emerge strongest from a recession are the ones that have invested significantly in new products and services. The good news is that there is a sizeable vanguard of organizations that are focusing on innovation and there are two main ways such companies are working to become more innovative. The first is by strategic roadmapping – drawing a map of the next ten years of market requirements and looking to see how they will respond to the expected market drivers. The second way is by identifying ‘next square’ innovation opportunities – markets close to a company’s existing ones but where they have not yet been active.

It will be interesting to know when more companies will start chasing the vanguard and adopting these two approaches.

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