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Innovation Leaders: How Senior Executives Stimulate, Steer and Sustain Innovation by Jean-Philippe Deschamps

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CHAPTER 10
LEADING THE DEVELOPMENT OF NEW/IMPROVED CUSTOMER SOLUTIONS REQUIRED: CONDUCTORS TO DELIVER AN ENHANCED CUSTOMER EXPERIENCE
We have launched a new theme ‘Break away and excite.’ It means that our new concepts will have to be strongly differentiating, breaking away from our competitors . . . A nice product is OK; an experience is much better because that is closer to the heart of consumers. But to develop that, you have to work together with other companies . . .1
Ad Veenhof, former President of Philips DAP division
 
Marketers in a variety of companies and industry sectors increasingly talk about their new focus on providing comprehensive ‘solutions’ for their customers. Enriching traditional ‘black-box’ products or services, they claim, ...

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