This article identifies and articulates the foundations of the theoretical approach of the new book ‘<italic>Soft innovation: Economics, product aesthetics and the creative industries</italic>’ by Professor Paul Stoneman. This book is likely to open a new research area within the economics of innovation. The source of economic growth and prosperity is technological change and the economics of innovation to date has mainly focused on technological approaches to innovation. However, the development of the technological base of product and process can explain only a part of economic growth as soft innovation represents a relevant additional source of economic development that has received little attention so far. The source of a unified economic approach for soft innovation relies on Lancaster's theory of consumer behaviour coupled with the variety approach, innovation in services and the economics of knowledge. It appears as though industry structures favouring the successive emergence of new variants are characterised by soft innovations.
