Posters
Come meet the poster presenters to ask them questions and discuss their work
We would like to invite you to come and see the posters at our upcoming conference. The posters will showcase a diverse range of research topics, and will give delegates an opportunity to engage with the authors and learn more about their work. Whether you are a seasoned researcher or simply curious about the latest developments in your field, we believe that the posters will offer something of interest to everyone. So please join us at the conference and take advantage of this opportunity to learn and engage with your peers in industry and the academic community.
PO305: Measuring Innovation: from gutfeel to strategic insights
Dan Toma, Co-Author The Corporate Startup & Innovation Accounting, OUTCOME
Abstract
A 2020 research study identified the inability to measure innovation as one of the main reasons executives hesitate to invest in it. Without clear metrics, innovation is often viewed as a risky expense instead of a strategic driver of growth. Yet, with the right governance structures and organizational maturity, innovation can be measured—and managed effectively. This session introduces the concept of innovation accounting, a structured system of metrics designed to help leadership make informed decisions. It provides clarity on questions such as: Are we investing enough in innovation? Are we pursuing the right types? Are we vulnerable to disruption? How quickly can we respond to market changes? And is innovation truly creating value—or simply adding cost? Rather than depending on a single “magic metric,” innovation accounting uses a system-based approach that reflects the unique nature of innovation work—particularly in pre-revenue or early-stage initiatives, where traditional KPIs fail and can lead to prematurely shutting down promising efforts. Drawing from the award winning book Innovation Accounting by Dan Toma and Esther Gons, this talk will outline the prerequisites for measuring innovation-led growth, what a minimum viable innovation accounting system should contain, how to build and implement it, and how to measure the performance of innovation teams before revenue exists. Through practical tools, real-world examples, and proven frameworks, attendees will gain actionable insights for linking innovation activities to tangible business outcomes. With the right system in place, innovation becomes measurable, repeatable, and aligned with the company’s long-term strategic goals.
No recording available for this poster.
