Innovation Strategy: Getting a winning product to market first

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Innovation Strategy: Getting a winning product to market first

Innovation Strategy

Getting a winning product to market first

Innovation based on disruptive technology versus incremental improvement is more difficult to launch, but the benefits are greater. New ventures create disruptive technologies while established companies focus on incremental improvement.

Success of breakthrough innovation is highly speculative as the technology, and often the company, has yet to establish itself in the large market. In this paper, we flesh out the uncertainties and the nature of the challenge of breakthrough innovation, including the strategic, marketing and technology choices in the context of rapid change.

What You Will Learn

  • The eight fundamental uncertainties of breakthrough innovation
  • The four main strategic challenges that management needs to overcome
  • The requirements of an effective strategic approach for developing and launching breakthrough innovation successfully

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