Why B2B Companies Struggle with Collaborative Innovation

March 16, 2016 By Alessandro Di Fiore, Jonas Vetter

Innovating with customers should work well in B2B, as it should give companies a deeper knowledge of their customers and promote a trusting relationship. Unfortunately, it seldom turns out that way. Over and over again we’ve seen resources and time wasted on initiatives that die on the vine, destroying the trust that collaborative innovation ought to deliver while doing little to improve companies’ knowledge and performance.


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