Faculty News | National Post | 07
Customers always know best
Re: Ranjay Gulati
Successful innovation centres are not just about making customers and senior internal managers feel good. This strategy has helped 3M establish productive, long-term customer relationships and generate valuable insights while improving product development and marketing effectiveness. "Being customer-driven doesn't mean asking customers what they want and then giving it to them," says Ranjay Gulati, a professor at the Harvard Business School.