A lire sur: http://www.atelier.net/en/trends/articles/us-brands-marketing-budgets-show-insufficient-focus-innovation_423891
By Thomas Meyer September 13, 2013
When it comes to drawing up their Marketing budgets, major US brands’ are tending to neglect innovation programs, mainly because they do not have suitable evaluation tools.
While consumer behavior is in constant flux due to all the options offered nowadays by digital technologies, US businesses are struggling to maintain regular and consistent investment in marketing innovation. According to a just-published report from technology and market research company Forrester, entitled Benchmark Your Marketing Innovation Culture, only 10% of the 45 marketing executives surveyed invest regularly in innovation and encourage the creation of a dedicated space to foster strategic improvisation. Paradoxically, these same people recognize the importance of innovation in brand development and its adaptation in the face of the new digital consumer behavior.