Marcel Corstjens
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Marcel Corstjens

When It Comes to Investing in Product Innovation, Large CPG Companies Could Learn a Lot from Their Smaller Competitors

New research suggests that, instead of aiming for big breakthroughs, large companies should focus on incremental but meaningful improvements.

Researchers: Marcel Corstjens, Gregory Carpenter and Tushmit Hasan

May 3, 2021

Marketing