To work from an outside-in perspective – how to innovate fast and successfully

Today there is strong evidence that if we drive innovation from the market side we do better in terms of profitability, in terms of growth and in terms of market share. In order to successfully combine customer centricity with innovative power companies need to have 3 key capabilities. They need to be able to :

1/ connect to the customer and the market

2/ convert customer insights into actionable change

3/ collaborate by complementing our own resources and capabilities with those of partners, without seeing this as a threat but rather as an opportunity

By reading the bookCustomer Innovation by Vlerick professor Marion Debruyne you will not only get inspired but you will also find practical recipes of how a company can be innovative and customer-centric.


Book presentation

Introduction to outside-in organisations






Related news

  1. Book ‘Customer Innovation’ wins prize in the Management Book of the Year competition

    Date: 12/02/2015
    Category: Research News
    During the 2015 edition of ‘Management Book of the Year’ the book ‘Customer Innovation’ by Vlerick professor Marion Debruyne has won the prize in the category Innovation & Entrepreneurship. In total 24 books were shortlisted in 5 categories. The award ceremony took place at the British Library in London.
  2. Marion Debruyne wins the STIMA ‘Marketing Book of 2014’ award

    Date: 05/02/2015
    Category: Research News
    The book ‘Customer Innovation’ by Vlerick professor Marion Debruyne has been selected by STIMA as Marketing Book of the Year 2014. The award was given to her by jury chairman Rik Duyck during the STIMA new year’s reception in the presence of over 100 members. Moreover, all STIMA members will receive the book as part of their membership advantages.
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