Bridging the gap between customers and innovation : Innovation, as fuelled by consumer knowledge, can be measured

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Introduces the concept of customer knowledge-enabled innovation. This practical tool provides a scale consisting of 57 items, which will enable bosses to evaluate strengths and weaknesses in their management of customer knowledge. It has been tried out on a range of companies in Tunisia. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.