Keith Goffin is Director of the Centre for Innovative Products and Services (CIPS). He has extensive experience of product development from both an industrial and an academic perspective. During 14 years with Hewlett Packard (HP) Medical Products he worked on the development of the world's most successful patient monitor and designed the marketing campaign that took defibrillators from 3% market share to market leadership within six months. Parallel to his work at HP he completed a part-time PhD and his findings on customer service have been applied in companies such as Ford and NCR. At Cranfield he teaches on MBA and executive programmes and is a visiting professor at business schools in France, Italy, Germany and Sweden. His research interests are innovation culture, project-to-project learning, and enhanced methods of market research-so-called 'hidden needs analysis'. He has published over one hundred articles in journals and newspapers such as the Journal of Product Innovation Management, Research-Technology Management and the Financial Times. The second edition of his book Innovation Management: Strategy and Implementation Using the Pentathlon Framework (with Professor Rick Mitchell) and his latest book Identifying Customers' Hidden Needs: Creating Breakthrough Products (with Fred Lemke and Ursula Koners) were 2010. He regularly acts as a consultant on innovation management to leading organisations. In May 2011 Keith was selected as the Financial Times Professor of the Week for his work on hidden needs.

Current activities

Current main research and consulting interests are:

  • Identifying corporate growth opportunities (through new products, services, and new business models).
  • Identifying barriers to innovation and breaking them down.
  • Identifying customers' hidden needs -- new methods for market research and developing breakthrough products and services.
  • Knowledge management in R&D.
  • Managing new product development.


Very active in supporting leading companies with innovation. Clients include:

  • Agilent Technologies
  • BASF
  • Bosch
  • HSBC
  • Merz
  • Molnlycke
  • Leyland-Trucks
  • Rank-Xerox
  • Reckitt-Benckiser
  • SCA
  • Sony
  • Unilever.


Articles In Journals

Conference Papers

  • van der Hoven C, Michea A, Varnes C & Goffin K (2013) Giving the customer a voice: A study of market research methods and their perceived effectiveness in NPD.
  • Baxter D, Goffin K & Szwejczewski M (2011) Knowledge Integration in R&D teams: An in-depth study of individual perspectives.
  • Baxter D, Goffin K, Szwejczewski M & van der Hoven C (2011) Does prior experience change the learning effect in a new product development simulation?.
  • Goffin K, Micheli P & Verganti R (2011) Industrial Designers and their Role in New Product Development.
  • Szwejczewski M, Goffin K & and Baxter D (2011) Identifying Customers' Hidden Needs: An Exploratory Study.
  • Baxter D, Goffin K & Szwejczewski M (2010) Evaluation of an approach to uncover tacit innovation knowledge using the repertory grid technique.
  • Goffin K, Baxter D, Szwejczewski M, Cousens A & van der Hoven C (2010) Tacit knowledge development in a new product development teaching simulation.
  • Baxter D, Goffin K, Szwejczewski M & Koners U (2010) Tacit knowledge and situated practice in NPD: an in-depth case study. In: 17th International Product Development Management Conference, Murcia, Spain.
  • Szwejczewski M & Goffin K (2010) New product development and the role of customer support.
  • Micheli P, Jaina J, Goffin K & Verganti R (2007) Perceptions of product design.
  • Goffin K & Szwejczewski M (2007) Customer support and new product development. In: EurOMA Annual Conference, Ankara.
  • Goffin K (2006) How organisations can build a culture of innovation.
  • Goffin K (2006) Beyond the voice of the customer.
  • Goffin K (2006) Keynote address: Beyond the voice of the customer.
  • Koners U & Goffin K (2005) Learning in R & D: A cross-case analysis.
  • Koners U & Goffin K (2005) An exploratory study of the knowledge generated during R & D projects.
  • Anagnostopoulos M, Szwejczewski M & Goffin K (2003) The incorporation of customer support during the new product development process: an exploratory study.
  • Goffin K, Szwejczewski M, Lemke F & Pfeiffer R (2002) Manufacturers and their Suppliers - When is 'Partnership' Applicable.
  • Goffin K, Pfeiffer R, Szwejczewski M & Lohmuller B (2000) Managing Innovation in UK and German Manufacturing Companies.
  • Goffin K, Lohmuller B, Pfeiffer R, Szwejczewski M & Oke A (2000) Exploring the relationship between innovation rate and revenue in German manufacturing companies.
  • Lemke F, Szwejczewski M, Goffin K, New C, Pfeiffer R & Lohmuller B (1999) Supplier Management in Manufacturing Companies: An Empirical Investigation in Germany and the UK.
  • Zhang L & Goffin K (1999) Managing the Transition - Supplier Management in International Joint Ventures (IJVs) in China.
  • van Bennekom F & Goffin K (1999) UsingCustomer Support's Knowledge Base to Enchance New Product Development.
  • Goffin K, Pfeiffer R, Lohmuller B, Szwejczewski M & New C (1999) Innovation Rate: An Exploratory Study of UK and German Manufacturing Companies.
  • Szwejczewski M, Goffin K, Lemke F, New C, Pfeiffer R & Lohmuller B (1999) Supplier Management in German Manufacturing Companies: An Empirical Investigation.
  • Szwejczewski M, Goffin K, Lemke F, New C, Pfeiffer R & Lohmuller B (1999) UK and German Supply Chain Practices - Survey Results.
  • Zhang L & Goffin K (1998) Joint Venture Manufacturing in China - An Exploratory Investigation.
  • Goffin K (1998) Operations Management Teaching on European MBA Core Courses.
  • Goffin K & Levene R (1998) Simultaneous/Integrated New Product and New Service Development - Three Exploratory Case Studies.
  • Goffin K & New C (1998) Customer Support and New Product Development - A Cross-Industry Exploratory Study.
  • Goffin K, New C, Lohmuller B, Szwejczewski M & Pfeiffer R (1998) Manufacturing Performance: A Comparison of UK and German Benchmarks.
  • Szwejczewski M, Goffin K, New C, Pfeiffer R & Lohmuller B (1998) Key Measures of Manufacturing Performance: UK/Germany Benchmarks.
  • Goffin K, Szwejczewski M & New C (1997) Innovation Levels in UK Manufacturing Industry: An Exploratory Study.
  • Goffin K (1997) Teaching Just in Time to MBA Students.
  • Levene R & Goffin K (1997) A Framework for Innovation.
  • Szwejczewski M, Goffin K & New C (1997) The Characteristics of Leading Manufacturing Plants.
  • Goffin K (1996) Evaluating Customer Support at the Design Stage - An Empirical Study.
  • Levene R & Goffin K (1996) QFD in Project Management - A Pragmatic Approach.


  • Goffin K, Lemke F & Koners U (2010) Identifying Hidden Needs: Creating Breakthrough Products. Palgrave Macmillan.
  • Goffin K & Mitchell R (2010) Innovation Management: Strategy and Implementation using the Pentathlon Framework. Palgrave Macmillan, ed. 2nd edition.
  • Goffin K (2006) Evaluating the whole product use cycle: design for service and support. In: Managing Product Development. Loch C, Kavadias S (ed.).
  • Szwejczewski M & Goffin K (2006) Maximising equipment effectiveness at Reckitt Benckiser. In: Operational Excellence in the Pharmaceutical Industry.
  • Goffin K & Mitchell R (2005) Innovation Management: Strategy and Implementation using the Pentathlon Framework. New York: Palgrave, ed. 1st edition.
  • Goffin K, Lee-Mortimer A & New C (1999) Managing Product Innovation for Competitive Advantage. Haymarket Business Publications.
  • Goffin K, Wheatley M, Szwejczewski M & New C (1996) Management Today's Guide to Britain's Best Factories. DTI/Haymarket Business Publications.