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 [FIC 1284]...