Value Creation and Innovation in Industry. New Mindsets versus Old Habits

Value creation and innovation in industry New mindsets versus old habits This book by the Dutch Technology and Marketing Foundation aims to provide insight into the way in which the marketing function can contribute to the growth of the company. Value creation and more specifically the creation of customer value has become an indispensable part of the jargon of the industrial marketer. Providing solutions for current and latent problems becomes central to the customer. Such an attitude creates a dynamic in the organization itself that is focused on innovation and progress. This book aims to thoroughly discuss the issues of value creation for customers and to provide a roadmap for the industrial company that is looking to create added value for customers. Companies should not use new marketing techniques but should apply the techniques that are available from a different perspective, which will change the 'behavior' of the company in a sustainable way. This book is aimed at managers of industrial companies that want to distinguish themselves or strengthen their comfortable position in the market. The book is a strategic marketing book but is not only aimed at marketing managers but at everyone in the organization who wants to increase value creation for their customers. The book is specifically geared towards the context of business-to-business markets, especially industrial companies.