ABSTRACT
In the entrepreneurial strategies discussed so far, the aim is to introduce an innovation. In the entrepreneurial strategy discussed in this chapter, the strategy itself is the innovation. The product or service it carries may well have been around a long time – in our first example, the postal service, it was almost two thousand years old. But the strategy converts this old, established product or service into something new. It changes its utility, its value, its economic characteristics. While physically there is no change, economically there is something different and new.
