4. Why innovate?
There are a number of factors that can influence a company's decision to innovate.
1/ The time factor
The context evolves over time: the "customer" is not a definitively fixed marketing entity. This is particularly true for the end customer (who, moreover, induces changes throughout the chain of intermediate customers); data influenced by the economic and societal context mean that the main determinants of purchasing behavior must be constantly updated (cf. Identify the exogenous factors in the innovation process sheet
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Why innovate?
How to innovate, and within which entity?
Bibliography
Also in our database
Bibliography
The bibliography on this subject is extremely abundant, and deals in a uniform manner with the subjects covered in this data sheet. For this reason, only the most recent and important works will be cited.
Blue Ocean Strategy - W. Chan Kim and Renée Mauborgne (INSEAD, Fontainebleau, France), Harvard Business School Press.
Kim and Mauborgne propose...
Downloadable tools
ToolHow to use the Kano diagram (Tool ...
Internet resources
The Direction générale des entreprises' document on innovation: https://www.entreprises.gouv.fr/fr/la-direction-generale-des-entreprises-dge )
On communication for the launch of a new product and/or service:
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