对于大多数大公司来说,创新并不容易。然而,几乎各个行业都有几家大公司,能够不断开发出成功的新产品。以消费品为例,联合利华(Unilever)是这个行业的领头羊,该公司在2012年推出的新产品是几年前推出产品数量的10倍以上。在过去几年中,联合利华平均每个项目的价值增加了75%,而产品上市时间缩短了25%到50%。这家公司能够在必要的时候,快速推出迎合消费者喜好的新产品。比如说,印度联合利华公司(Hindustan Unilever)推出一项举措,鼓励员工以大幅折扣购买新产品,然后迅速提供反馈意见,从而扮演内部测试人员的角色。 Innovation is not easy for most big companies. However, in almost every industry, there are several big companies that are constantly developing new and successful products. Take consumer products as an example. Unilever, the industry leader, introduced more than 10 times the number of new products introduced in 2012 just a few years ago. Over the past few years, Unilever increased the value of each project by 75% on average, while reducing time-to-market by 25% to 50%. The company is able to quickly introduce new products that cater to consumers’ preferences when necessary. For example, Hindustan Unilever of India launched a move to encourage employees to buy new products at big discounts and then provide immediate feedback to play the role of internal testers.