Innovation need not be radical but it must meet a real need (incremental innovation)

Citation

Morris, L. (2010), "Innovation need not be radical but it must meet a real need (incremental innovation)", Development and Learning in Organizations, Vol. 24 No. 4. https://doi.org/10.1108/dlo.2010.08124dad.003

Innovation need not be radical but it must meet a real need (incremental innovation)

Article Type: Abstracts From: Development and Learning in Organizations, Volume 24, Issue 4

Morris L.Admap (UK), January 2009, Vol. 44 No. 501, Start page: 48, No. of pages: 2

Purpose – Contends that innovation needs to be backed by a clear brand strategy and must not be seen as a copycat move. Design/methodology/approach – Compares the breakthrough benefits of transformational innovations with incremental return on investment and offers guidance on which is best for different situations. Findings – Consumer durables, banking and transport have favored incremental innovation based on taking established processes and products and doing them really well, often with an ultimate goal of zero defects. States that transformational innovations, on the other hand, are based on entrepreneurial cultures, high risk tolerance and a desire to be truly different and notes that some leading innovation thinkers believe that if you truly want to succeed with innovation, then you should ignore consumers. Goes on to argue that pursuing a transformational innovation strategy is about capitalizing on the right conditions at the right time with an idea that is differentiated and relevant to consumers and this is how being radical can deliver major success – especially when underpinned by sound consumer insight. However, points out that different sectors and companies have varying attitudes to risk and face different competitive circumstances that dictate the rules of the game. Originality/value – To be successful, stresses the need to define what your innovation strategy is in the first place, adding that, whether your innovation is high-risk or low-risk, what matters most is that it is anchored in meeting a genuine consumer need.Article type: General reviewISSN: 0001-8295Reference: 38AE624

Keywords: Innovation, New product development, Product development