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Every Thursday a business school professor, an expert in his or her field, will define five key terms. The definitions can be found in the “editors choice” below.

Keith Goffin is professor of innovation and new product development at Cranfield School of Management, UK.

His current research interests include improved methods for market research and innovation strategy and culture.

Previously, Prof Goffin worked in a variety of management roles in new product development and marketing at Hewlett-Packard (HP) Medical Products Group. While at HP, he also completed a part-time PhD in management.

He regularly works as a consultant on innovation management to companies such as BASF, BT, HSBC, Sony, Rank-Xerox and Unilever.

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