Reinvent Yourself to Get Ahead. Innovating in Marketing

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The companies that have suffered most in the aftermath of the economic crisis are those that have failed to innovate in the marketing terrain, according to a new study conducted by IESE professors Cosimo Chiesa and Julián Villanueva. The report highlights the importance of marketing innovation in terms of boosting a firm’s competitiveness and guaranteeing its lost-term survival and prosperity, especially during economic downturns.

The findings are based on the results of a study of more than 500 companies over the last five years.

To access the full report, visit IESE Insight website.