GN’s 10% Revenue Commitment to Innovation Offers Lessons for Other Firms
GN Group allocates roughly 10% of its sales to research, emphasizing that the focus of spending matters more than the amount.
The writer spent time inside GN Group’s Copenhagen research facilities, seeing how the firm tests hearing devices across varied acoustic settings and how different departments collaborate to move concepts to market. Peter Justesen, president of GN Hearing, revealed that the company dedicates roughly 10% of its revenue to innovation, stressing that the choice of projects is more critical than the proportion spent. Over the past decade, GN’s ReSound line has progressed from the LiNX model, which streamed audio to iPhones before Apple’s AirPods, to newer offerings like Omnia, Vivia, and the Auracast-enabled Sensia, which aim to simplify user interaction.
The author notes occasional connectivity hiccups but values the overall advantage of seamless audio integration. GN’s approach relies on partnerships with firms such as Apple, Bluetooth, and Cochlear, and on creating realistic sound environments for testing. Ultimately, the company must convince audiologists and end-users that each new device delivers meaningful improvements in everyday listening situations.
Why it matters
Understanding GN’s focused R&D spending shows how targeted innovation can drive consumer-ready tech in the hearing-aid market.
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