There are 3 areas or business units that are most often involved in bringing innovative ideas to market, finds the Economist Intelligence Unit [PDF], in a November study produced in partnership with Oracle. Asking 226 senior executives worldwide to select up to 3 areas that participate, 47% named the product development team, 45% the marketing team, and 44% the research and development unit. No other unit was cited by more than one-quarter of respondents. That includes IT, surprising given the preponderance of technology in these executives’ innovation processes.
In fact, just 19% of the respondents said their IT department is involved in bringing innovative ideas to market. Instead, these executives see the role of that department most often as supplying technologies that foster the innovation process, such as cloud computing and mobility (51%), and enabling business units to adapt processes rapidly (37%). Read the rest at MarketingCharts.