Nature vs Nurture: Can You Change Your Innovation's Destiny?

At Ipsos, we see that the nature vs. nurture debate comes into play in innovation.

Specifically, can skillful marketing be leveraged to nurture an innovation to success, or will the core idea behind the innovation - in essence, the nature of the innovation - determine its destiny? Based on significant R+D, this paper examines various case studies to illustrate how both are significant drivers of your innovation's destiny.

The author(s)

  • Lee Markowitz
    Chief Research Officer, US, Innovation

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