ABSTRACT
The previous chapter discussed the need for greater innovation, not just to survive, but also to thrive in the new normal. It also discussed the major drivers of innovation shown in Figure 4.1. “Observing trends and experimenting” was one of them. This chapter provides additional detail relating to this area, namely the need to elevate to a much higher level the activities in three capability functions, business intelligence, analytics, and agility. This chapter ends with an example of different ways of pricing airline services based on the merchandizing model.
