Successful innovation is critically important to the Consumer Packaged Goods (CPG) industry and will largely define winners and losers. The rapidly growing phenomenon of Internet-based, interactive, collaborative communication has created an opportunity for the CPG industry to shift from a traditional, linear process to one that creates a virtualized innovation process that originates from, and centers on, the consumer. At present, the innovation process for the CPG industry is driven mainly by existing business models: internal research and development, contemporary industry HR practices, and internal IT capabilities. The inability to challenge and change existing, traditional processes and cultural values leads to seriously inert organizations. These organizations currently are obtaining unacceptable results from innovation.
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