Innovation is widely recognized as essential for competitiveness and resilience. Yet, DNV’s latest ViewPoint survey of more than 1,200 companies reveals a striking gap between intent and maturity. While most organizations include innovation on their agenda, only a minority consider themselves highly mature in how they manage it.
The findings highlight that many companies run innovation initiatives without a structured management system. Nearly half report having no structured approach and no plans to introduce one. Despite this, many still report successful outcomes, largely driven by external factors such as competitiveness and corporate strategy. However, without systematic alignment to these drivers, companies risk falling short of their stated ambitions.
By contrast, leading companies with established innovation strategies, assigned responsibilities, and measurable objectives take a structured and centralized approach. They integrate innovation with business priorities, treat it as critical to growth, and invest more heavily. Among them, roughly two-thirds have increased their innovation budgets in recent years, compared to about one-third overall.
Leading companies distinguish themselves by combining formal strategies, clear responsibilities, and structured processes that make innovation an integrated part of how the business operates.
Measured against ISO 56001, the international standard for innovation management systems, average companies fall short. Top performers already align well with ISO requirements and stand out for their structured practices.
The survey indicates that moving from scattered initiatives to a systematic, standards-aligned approach is key to sustaining innovation. Leading companies demonstrate that structured governance, dedicated resources, and integration with corporate priorities lead to more impactful outcomes.
The message is clear: scattered efforts are no longer enough. Those who move now to professionalize their innovation efforts will not only safeguard competitiveness but also unlock the potential to shape future markets and create lasting value.
