chapter  7
Innovation Management
Pages 14

So, how do you manage to generate this level of innovation and creativity in your company?

1. Sustaining-Advances that give our most profitable customers something better, in ways that they define as better

2. Disruptive-Advances that impair or “disrupt” the traditional way in which a company has gone to market and made money, because the innovation offers something our best customers don’t want

Most software companies continually enhance their line of software products to provide their customers with the features that they have stated they truly desired.