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. “Dienst ist Dienst und Schnaps ist Schnaps”

    Date: 10/10/2017
    Category: Research News
    “I’ve been working in the field of technology and innovation management for some time now”, says Robin Kleer, who was recently appointed Professor of Innovation Management. “I study how firms can better organise their R&D.” His research focuses on three areas in particular: digitalisation, technology transfer and sustainable business models.
  2. Bring the garage back into the firm

    Date: 20/02/2017
    Category: Research News
    “What are the consequences and implications of technological change, digital disruption and blurring industry boundaries for an established firm?” With a background in strategy, technology and innovation, Fredrik Hacklin has a keen interest in strategic entrepreneurship, lying at the intersection of these fields. He recently joined Vlerick as Professor of Entrepreneurship.
All articles