The world’s first consumer-based ranking of most innovative firms has come to Denmark. “If you cannot measure it, you cannot manage it” is an old management saying.

Existing sources of systematic information on innovation efforts and performance typically rely on macroeconomic indicators (e.g., Global Innovation Index) or self-reports by managers or experts (e.g., Community Innovation Survey). This top-down perspective is undeniably valuable, but it neglects the experiences and opinions of the innovation recipients, i.e. consumers.

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.

Results of the Danish Innovation Index (DII), based on an annual rating and ranking of Danish firms across different sectors based on their innovativeness, relative attractiveness, and customer loyalty will be published here.

DII is supported by the Carlsberg Foundation.