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Survey of 677 Corporate Strategy Executives

CB Insights surveyed 677 strategy leaders
to 
discover how top companies:

Organize their people and processes to fuel innovation

Create and sustain a

culture of innovation

Manage and measure 

innovation to ensure success

Corporate strategists 

talk the talk but don’t 

walk the walk.

84.9% said innovation is very important, but 78% of respondents focus on incremental changes.

KEY TAKEAWAYS

High performing 

companies are more 

likely to be first movers.

35% of high-performing respondents were first movers and 2x as likely 

to be risk-seeking.

Corporate 

innovation 

is slow.

60% of companies said it takes a year or longer to create new products. Corporate propensity for building over partnering or buying slows down innovation.

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