Getting value out of innovation

Abstract

Getting value out of innovation may require more thought than the activity of innovation itselfWhen successfully supported by branding and advertising, an innovation can become synonymous with the category itself. Innovation in products, consumer experience and business models can drive growth and profitability. Yet, often this potential is belied because the company fails to capture the value of its innovation. Instead, the value is captured by others in the value chain or by imitators who never made the effort to invest in innovation in the first place. Read more at: https://www.thehindubusinessline.com/news/variety/getting-value-out-of-innovation/article23099834.ece