iNSIGHT

Want to start an innovation revolution that lasts? Here’s how…

It’s often that a revolution can change the landscape of a country or it can fade as fast as the latest boy band. Re-innovation vs. true Innovation is an unlikely argument. And not for marketing.

In a recent INSEAD article the discussion turns to “How to Market at Revolution” the argument becomes if marketing is the correct tool for leading consumers from one path to another more “innovative” behavior. This negates the necessity for the true definition of innovation to be discussed. New Product Development and Market changing innovation are two different things and must be delineated as such. The above article draws light to the explicit need to do so. Else, “innovation” is just New Product Development and certainly not worth the title.

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