Excitement drives successful innovation in Asian markets!

Luc Rens, Gilbert K.W. Lee, Rosalynn Tang and Jeremy Lau

This paper discusses what drives innovation in Asian markets. Two types of innovation are distinguished: renovation (meeting consumer needs better through improvement) and true innovation (step-change development).

Excitement drives successful innovation in Asian markets!

Gilbert Lee, Rosalynn Tang and Jeremy LauResearch International, China

Luc RensResearch International, Netherlands

INTRODUCTION

The road to innovation is littered with failures and avoiding becoming just...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today