Goldense Group Inc. [Needham, MA] published its fifth biennial research study on leading practices in R&D/Product Development in May of 2008. The latest survey focused on innovation: its strategies, tactics and operations. This article continues a monthly series presenting select findings from the GGI Survey. In the innovation identity portion of the survey, GGI examined the branding of product development processes and whether or not the term ?innovation? has made its mark on process branding. First, the questionnaire explored whether the name, phrase, acronym or icon used to describe the product development process emphasized innovation or execution, or attempted to balance the two. The questionnaire then explored whether the product development process nomenclature contained the word ?innovation? or a synonym such as ?invention,? ?creation,? ?ideation? or some other term, and whether the nomenclature had changed since 2002 to include the word ?innovation? or a synonym. The questionnaire also explored the degree to which the process was actively or passively promoted, both externally and internally, regardless of process nomenclature. The survey found that product development managers are still emphasizing execution more than innovation.

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