ABSTRACT
The purpose of this chapter is to understand how to capture value from innovation, by making a distinction between technological and non-technological innovation. The last category includes marketing innovations that sometimes require less investment and have an immediate impact on sales and consumer preferences. However, in order to guarantee the success of an innovation, companies must develop an absorption capacity connected to the market knowledge possessed by the marketing department. The absorption of technical and market knowledge will improve innovation and will inevitably have a positive effect on company performance. The link between market innovations and performance will be analysed by also investigating which business model would be more suitable to guarantee the success of an innovation but above all shows how an innovation, even of a non-technological type, can change the current business model.
