DII – Danish Innovation Index

Danish Innovation Index

The first consumer-based ranking of the most innovative firms in Denmark

Danish Innovation Index 2024 Annual Award Conference Online

On March 1, 2024 14:00-16:00, the Department of Management, Aarhus University, will host the next Danish Innovation Index 2024 Award Conference for leaders, managers, partners, scholars, students and the public online. In addition to interesting talks and panel discussions on digital, social and commercial innovation, the most innovative companies in Denmark as perceived by consumers will be revealed.

For the first time, we will announce winners in twenty different categories:

  • Airlines
  • Banking
  • Clothing
  • Delivery
  • Drink
  • E-commerce
  • Energy
  • Fast Food
  • Foods
  • Furniture
  • Groceries
  • Hotels
  • Insurance
  • Mobile Operations
  • Mobility
  • News
  • Personal
  • Streaming
  • Tech
  • Toys/Games


In 2021, Aarhus University, Department of Management, established the Danish Innovation Index (DII) as part of an collaboration with partners from, among others, Norway (Norwegian School of Economics), Finland (Hanken School of Economics), and USA (Fordham University, NY). DII measures consumers’ perception of companies' innovativeness across various industries in the Danish market.

Its core measures are centered around innovativeness and related terms such as loyalty, attractiveness, and emotional connection examining firms’ strategic positioning.


Innovation, by definition, requires the commercial application of a new idea, which means being made available on the market. Recognizing that it is customers’ adoption and usage decisions that determine the success of new products and, ultimately, of innovators themselves, this bottom-up approach to evaluating innovation efforts was developed*.

*The Innovation Index was developed by Professor Tor W Andreassen (NHH/CSI), Professor Line Lervik Olsen (BI/NHH) and postdoctoral researcher Seidali Kurtmollaiev (NHH/CSI).


The Innovation Index is a theoretically derived measurement instrument that rests on two assumptions:

  1. countries cannot be innovative—companies can; and
  2. leaders and experts are not the final judges of innovations—consumers are.

Through a carefully designed procedure, the Innovation Index captures consumers’ perceptions of firms’ innovativeness and the changes that result from these innovations. The main focus is on assessing perceived firm innovativeness and on examining the effects on firms’ strategic positioning and customer loyalty.

American Innovation Index

Norwegian Innovation Index

Swedish Innovation Index

Spanish Innovation Index

Finnish Innovation Index

Belgian Innovation Index

Innovation Index Coalition

IIC was founded in 2023 by researchers from The Norwegian School of Economics, and it now includes prominent institutions like The Norwegian School of Economics (Norway), The Hanken School of Economics (Finland), Karlstad Business School (Sweden), Aarhus University, the School of Business and Social Sciences (Denmark), Hasselt University – School of Business (Belgium), University de Carlos 3 Madrid (Spain), Fordham University – Gabelli School of Business (USA), University of Queensland – School of Business (Australia), and VinUni (Vietnam).

The research agenda is shaped by the unique strengths and histories of its research partners and the diversity of expertise allows IIC to conduct cutting-edge research on the role of customers in innovation.

Research findings are disseminated through a variety of channels, including academic journals, industry publications, and the IIC's own newsletter. Our collaborative effort extends to annual conferences, workshops, and the publication of a newsletter authored by diverse IIC researchers, presenting insights on the subject matter. The publication format caters to a leadership style, meant to be accessible to business leaders and industry experts.

IIC is committed to making a positive impact on the world through innovation. IIC's research, dissemination, networking, and training activities ensure that innovation is customer-driven, evidence-based, and sustainable.In summary, the Innovation Index Coalition is amplifying the customer voice in innovation in numerous ways:

  • Research focused on understanding how customers perceive and value innovation.
  • Research partners collaborate with businesses to develop customer-driven innovation strategies.
  • IIC's newsletter and other publications provide insights into how businesses can incorporate the customer voice into their innovation efforts.
  • Conferences and workshops bring together researchers, businesses, and policymakers to discuss the role of customers in innovation.
  • IIC is making a significant contribution to the field of innovation. By amplifying the customer voice, IIC is helping to ensure that innovation is more effective and sustainable.


Lina Jacobsen
Associate Professor

Tel:   +45 8716 6095
Email: linaj@mgmt.au.dk 

Darius-Aurel Frank
Assistant Professor

Tel:   +45 8716 6281
Email: df@mgmt.au.dk 

Helle Alsted Søndergaard
Associate Professor

Tel:   +45 5338 3522
Email: hals@mgmt.au.dk