How to Assess and Measure Business Innovation

Foreword by Leif Edvinsson, the World´s First Professor Emeritus on Intellectual Capital recognized as Brain of the Year in 1998

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There are so many people who deserve credit and thanks for this work that I could fill several more volumes with names alone. Ideas come into the world on their own schedule, often to many people at once, oceans apart and working in disconnected fields. I want to personally thank everyone who shared in forming the ideas presented here and I hope to live long enough to say so to each of you in person.

For now, I would like to recognize a few of the individuals who did extraordinary work to encapsulate these concepts in their present form.

First of all, my thanks go out the faculty, staff and students at Henley Business School in, U.K., where the Innovation360 project took its first breath of inspiration. In particular, I want to express my gratitude to Henley’s distinguished Professor of Strategy and Innovation George Tovstiga, whose support and encouragement at the earliest stages of my research project truly set the foundation for Innovation360 and the work presented in this series of volumes.

The entire team at Innovation360 knows they have my profound thanks and respect for helping bring new ideas into the world. That also includes those outside the company who have made valuable contributions, such as Dragan Bilic for his work on the book covers and Sasha Viasasha and Annginette Anderson for editorial help. I’d also like to thank all our clients and all independent Innovation360 licensed practitioners who are right now working in the field to support the next generation of innovators. Especially I would like to mention Niclas Claesson, Julia Doria, Anders Bjurstam, Marcus Wahlberg, Martin Hultqvist, Paulo Malta, Agnes Sävenstedt, Tomas Wolf, Jens Nilsson, Lars-Göran Fröjd, Peet van Biljon, Sabina Svensson, Allan Ashok , Saif Amer, Nahid Mammadov, Thierry Bernicard, Laura Duran and Peter Glasheen for their profound contributions.

Finally, I want to thank my co-authors on this volume, Sten Jacobson and Peter Junermark. I am thrilled to share these pages with them and their brilliant insights.


Magnus Penker is an internationally renowned thought leader on innovation, digitization, and business transformation. He has spoken at prestigious global forums and events including the Global Peter Drucker Forum, top-ranked international business schools, a variety of associations, and some of the world’s largest companies.

He has been honored with two Business Worldwide Magazine awards for his achievements, the “Most Innovative CEO Sweden 2016” and “Growth Strategy CEO of the Year Sweden 2016” awards. Additionally, he has launched ten startups and has acquired, turned around, and sold more than thirty European SMEs.

Through his best-selling American books on digitization and IT engineering, and his more than twenty years of experience as a management consultant and business leader, Mr. Penker inspires leaders to find a new way of thinking and organizing to stay on top.

For the past eight years, he has used his practical and theoretical insights to develop InnoSurvey, a leading methodology and global innovation database that is used for business analysis and support to companies, business leaders, and scientists around the world. Today, Mr. Penker is the CEO and founder of the Innovation360 Group, headquartered in Stockholm, Sweden, and New York in the United States.

Mr. Penker is driven by the recognition that in these turbulent times, we must understand our core strengths and determine how we can use those capabilities and competencies to create advantages in a globalized market with endless possibilities. The global map is being redrawn at speeds never before seen, and historically low interest rates are attracting capital to global digital-risk projects that will further strengthen this movement.

Mr. Penker has a BSc in Computer Science (CTH, Sweden) and an MBA from the Henley Business School, England.

Peter Junermark is an acclaimed trainer who has brought his skills to some of the world’s most recognizable brands. As a leader of Innovation360 workshops, Peter specializes in bringing disruptive technology and breakthrough projects to life. He is the senior software architect and lead developer with primary responsibility for the platform supporting the tools of the Innovation360 Group.

Before joining the Innovation360 Group, Peter was cofounder and a senior manager at Open Training Sweden’s Gothenburg office. During his long-term consultancy at the Volvo Information Technology headquarters, Peter built learning-management and competence-management systems.

As one of the initial contributors to the Innovation360 Framework, Peter brings to this series of volumes a deep understanding of the theoretical foundations of his work. Peter’s training background and logically ordered thinking proved to be invaluable in explaining the most complex relationships in plain language with examples that are easy to visualize.

Peter holds a master of science in computer engineering from Chalmers University of Technology in Gothenburg, Sweden. His latest projects involve the investigation of cutting-edge AI that expand on agile methodologies and establish an easily sharable set of coding principles.

Sten Jacobson has successfully managed more than two hundred management-consulting assignments, during which he challenged board members, executive teams, and managers to keep pressing for more creative yet profitable business models, often with sustainability at the core of the differentiation.

He is a master at the practical applications of Blue Ocean strategy creation, which is designed to unearth one-of-a-kind, data-derived pockets of uncontested markets. He shows companies how to redraw industry boundaries in such a way that it essentially makes competition irrelevant.

Sten is the leading instructor for the accreditation of Innovation360’s global cadre of licensed practitioners. He has been instrumental in spreading the InnoSurvey results and methodologies out to every continent. He has engaged within workgroups at the ongoing international standardization work (ISO) on innovation-management systems and innovation-management assessment. Among Sten’s most in-demand skills are his expertise in executive-team mentoring, power conceptualization/visualization, seismic disruption, and the applications of advanced tech within professional services. His speaking engagements for C-level execs and international associations also frequently center on his work in value-proposition design, business-process mapping, and digital transformation.

He brings to this series a wider perspective on strategic execution of Innovation360 principles, translating the mechanics of innovation into management standards and practices that can be put into effect the moment the innovation team is assembled.

Sten holds a master of science in electronic engineering from the Royal Institute of Technology (KTH) in Stockholm, Sweden. He also holds higher-management education from the Stockholm School of Economics (SSE) in Stockholm.



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