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Professor Keith Goffin has 35 years of experience in both industry sectors and academia. He is Professor of Innovation and New Product Development at Cranfield School of Management, Cranfield University (UK). He is also Director of the Centre for Innovative Products and Services (CIPS). Professor Goffin has substantive business experience with Hewlett Packard (HP) Medical Products Group, where he worked in management roles in new product development and marketing. During his time at HP, he completed a part-time PhD in management and the results of his research have been applied to companies such as Ford and NCR. He is a visiting professor at several business schools in France, Italy, Germany, Sweden, Korea, and Malaysia. His research interests are innovation strategy, project-to-project learning in R&D, and enhanced methods for market research specifically the ‘hidden needs analysis’. He has published extensively and his latest book entitled “Identifying Hidden Needs: Creating Breakthrough Products” was published by Palgrave. He has undertaken consulting assignments on innovation management to organisations that include Agilent Technologies, BASF, BT, HSBC, Leyland-Trucks, Rank-Xerox, Sony and Unilever. In May 2011 Keith was selected as the Financial Times Professor of the Week for his work on identifying customers’ hidden needs.
Scope of Expertise: Product Development; Innovation Strategy & Management; Market Research; Knowledge Management in R&D.
Primary Country of Work: United Kingdom
