Product innovation or marketing strategy: What comes first?

‘Innovate or die’ is a phrase often used to describe the approach brands must take to stay ahead in an ultra-competitive market characterised by rapidly changing consumer demand.
However, the way companies go about driving new product development depends very much on their structure, priorities and where marketing sits within the innovation journey.
Marketing’s influence is key to ensuring new offerings fit with a strategy determined by customers’ needs, so companies aren