Most Innovation research is focused on Product Performance. We as consumers admire the latest gadget, and seek to attain the “next big thing”. Innovation leaders and inventors often pursue innovations at the higher tiers of their markets because this is what has historically helped them succeed. However, according to Doblin’s research, there are more opportunities to create competitive advantage in the other types of innovation. In many cases these innovations may be more cost effective, and can even generate a higher rate of return.
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