ABSTRACT
Until now, companies have embraced a series of evolving and in many ways incremental new approaches to improving their strategic intent for innovation. From the first emergence of product strategy as distinct from (but implicitly linked to) corporate strategy, to a focus on core competencies and the underpinning capabilities that can differentiate a company from its peers, then to an increasing cross business use and reuse of developed technologies, platforms, processes and approaches, over the past twenty years firms have clearly shifted and built upon the core strategies that they pursue. While for many organizations that may still be making this journey there are now clearly mapped out next steps to follow in the evolution and development towards a more sophisticated strategic approach, for others who have already moved along with or just behind the leading edge of innovation practice there is the problem of determining what else they can do.
