Innovation has a lot to do with creativity but it is not the same. Managers tend to mix both processes instead of making sure to separate them.
Creativity is a thinking process whereas innovation is doing. Is creativity in innovation a must have? I don´t think so. Many times I observed even too much of creative thinking in innovation management.
Moderate top-line growth assumptions are feasible for all traditional companies in the field of consumer healthcare.
Most of the multinational CHC companies are exhibiting low to medium single digit organic growth rates. Apparently shareholders can expect more. SME´s are performing superior growth despite limited resources. I am observing this phenomenon for many years with increasing interest.
The quantity of information you get by searching at Google or YouTube on the subject of customer centricity is really impressive. The quality is mostly repellent.
Professor Peter S. Fader was one of the first academics claiming customer centricity as a holistic strategy for maximizing shareholder value long-term.
The origin of trading.
Have you ever been surprised about the feeling of expressive joy after having made a good deal?
In most books the origin of trading is described as a smart interaction between archaic humans exchanging goods for filling gaps on short supply.
“Commerce is the art of exploiting the need or desire someone has for something.” (Edmond and Jules de Goncourt, July 1864)*
“Hold it wise…/to make a virtue of necessity.” The Canterbury Tales (1387-1400)*
How to grow business long-term in any business is and always was t h e key challenge for marketers. For Consumer Healthcare companies that holds true as well. It doesn´t matter how large or small, national or multi-national a company is. No matter how focused or patchy the portfolio may look like. The well-known options to grow a CHC business are: organic growth through line- and brand-extension, switching RX API´s to OTC, geographical roll-out or expanding the business by external growth through M+A/Licensing –activities. Right? Yes, of course – but not just.
