6. Our advice

6.1 Look out the window at what's going on outside

To do this, set up a competitive analysis unit. Its role will be to monitor your competitors. It will look at the products they offer, their positioning in the range, the technologies they master, their (estimated) production costs and selling prices, as well as their patent portfolios. Over the long term, it will enable you to assess your competitors' track record, and their medium-term development.

Below, photos of "writing instrument" stands in connection with the example of the Fact Sheets The fundamentals of innovation management