Emerging Tech

Double Down: Stepping Up Investment In Innovation

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Executive Summary

Despite the economic downturn, now is not the time to save money by spending less on innovation. "Innovation is a tough sell in a recession," says Wharton Professor of Marketing George S. Day, academic co-director of Wharton's Full-Spectrum Innovation: Driving Organic Growth program. "The innovation process is a target for cost cutters. But some companies are doubling down. Now is a good time to grab customers from competitors who are scaling back."

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