When it comes to new product development in the post-recession world, few topics are more important than value. That was a key theme at NPD World Tour, which was held last month in Stockholm. “Value is defined by customers, and processes are where value is created,” explained Jesper Toubol of Lego. He explained that it is a bit like painting: the value (painting) is the decision making unit, but the process (frame) plays an important role in holding everything together. The role of marketer...