ABSTRACT
All companies must continually develop new products to compete effectively in today’s complex and rapidly changing marketplace. A variety of strategies may be used to maintain the momentum, including the following:
Discontinuous innovation: New products that create an entirely new market ◾ New offering category: New market entry into an existing market ◾ Extensions: Either the product line, a service line, or the brand ◾ Incremental improvements: Styling, performance, or even price changes ◾
e iPod is an example of discontinuous innovation-creating an entirely new market for downloadable music, providing an aftermarket for iPod attachments, and even spurring the invention of podcasting.
