How to deliver effective innovation: Four models for success

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Jump to:Definition | Where to start | Essentials | Checklist | Case studies | Further reading

Innovation has never been a straightforward marketing science. Tales of creative genius, elusive insights and guarded ideation tactics help to maintain its sense of serendipity. In addition, today’s marketing leaders are facing an increasingly crowded marketplace and looming disruption, putting more pressure on brands to get innovation right.

This article sets out the essentials for successful innovation by exploring different approaches that can help deliver transformative growth.


At its heart, innovation...

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