The article presents the results of a field study on the practice of using the tools ofthe methodology ofj oint value creation in the activities of Russian innovation-oriented companies (on the example of St. Petersburg). We study the QFD (quality structuring) method as a basic tool for developing competitive incremental innovations. The authors suggested changing the structure of rooms 1 and 2 of the quality house in order to take into account the additional options selected by the customer for the product and the functions of production and service that the customer is ready to take on. A modification of the organizational structure, which should be engaged in the development of competitive innovation based on the methodology of joint value creation, is proposed.