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  "documentTitle": "Innovation Playbook Case Study",
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      "text": "Old Paradigm: Design it, build it, price it, market it. New Paradigm: Market it, price it, design it, build it.",
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      "text": "The innovation process involved many different departments, and their preferences and involvement levels needed to be carefully balanced. Due to lengthy innovation processes, there were no existing measures to track the performance of an innovation in the short term. Commercial and financial data on the launches of previous innovative products was lacking",
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      "text": "Based on these insights, our client was convinced it was time to leave the old paradigm “design it, build it, price it, market it” behind. The objective was to redefine the innovation process from beginning to end with a clear vision, the right organizational structure, and a stronger focus on customer needs. The team also had to overcome a series of challenges:",
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      "text": "A great starting point was the book Monetizing Innovation, written by Simon-Kucher experts. In a practical, nine-step approach, authors Madhavan Ramanujam and Georg Tacke distill the lessons of thirty years and over 10,000 projects.",
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      "text": "Extremely long innovation processes are well known in the manufacturing industry. A lot can happen in a decade, and achieving a strong return on investment over such a broad timeline is a major challenge. Our client not only strived to improve its innovation process in terms of revenue generation, but also in terms of time-to-profit and time-to-market.",
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