Look at almost any industry and you will see companies struggling to differentiate what they have to offer from everything else in the marketplace. So it’s hardly surprising that one of the most common complaints I hear from senior executives is “My product is becoming commoditized. Is there a way out?”
Most managers agree that innovation is the Nordic region’s last stronghold for competing in a global economy. Moreover, they are interested and fascinated by the thought of working systematically with innovation in order to gain a breakthrough to create growth and profitability for their organisations. But why then, is there so much talk and so little action, argue Gunnar Storfeldt (CEO) and Orren Shalit (Founder), S I T Scandinavia.