The Suitable for Growth project will support and study five to ten Danish and foreign companies. Each company will develop a new “suitable” product or service targeting middle income customers in an emerging market. The development team will be located in that market. “Suitable” does not imply lower quality or inferior consumer experience – it is about developing products and services which are suitable to the customers’ context – their needs, wishes and circumstances.
Support will be by educational sessions with regional business schools, consultations with leading innovation experts and frequent exchange of experience among participants. The curriculum will include training in market-driven innovation and consultations with company headquarters on the governance of the new development process.
Researchers will study the development as it unfolds. In addition to traditional publications and media formats, the lessons learned will be disseminated to Danish industry via projectoriented, learning-by-doing activities in cooperation with regional knowledge partners.
Project SecretariatKata Foundation | Alsion 2DK-6400 Sønderborg | Denmarkinfo@suitableforgrowth.dk