ABSTRACT
Market-breaking strategies, increasing personalization of products and services, and up-front recognition of underlying consumer values and behaviour are all coming on stream now. Increased sharing of intellectual property, more effective integration of external investment, virtual collaboration and wider brand exploitation partnerships are similarly becoming established in the core of innovation practice today. These are the new approaches that are being proven to deliver benefit and that will therefore, just like their predecessors in the earlier waves of overall innovation capability evolution, migrate across most sectors.
