In an increasingly competitive and globalised environment, the capability of innovating and offering product variety is a key strategic factor in order to avoid falling into the vicious circle of price competition.
Gathering, rationalising and properly funneling explicit or latent customer expectations along the innovation chain (from R&D to industrial engineering) allows creating products coherent with the customer value proposition.
This is necessary, but not sufficient for ensuring success: the dark side of the moon is the capability of manufacturing and delivering such product variety at competitive costs and service level.
“Managing Innovation” means “being capable of aligning innovation with the operations”. Such a goal can be achieved only through a close integration of all concerned processes: