Generating market-creating innovation by working backwards from the future
Purpose: What is required to deliver innovation that meets evolving customer needs is a process of learning from the future. Design/methodology/approach: The major financial gains in the digital economy usually flow from generating innovations that create entirely new markets by turning non-customers into customers. Findings: Amazon has developed a highly productive value-creation approach called the PR/FAQ process. It starts by imagining the customer’s needs in the future and then describing in detail the offering that would meet those needs. Practical/implications: To get more consistent success in generating market-creating innovations, explicit attention to non-users is needed. Originality/value: Exponential advances in digital technologies, and the interactions between them, are expanding the possibilities for market-creating innovation.
Year of publication: |
2021
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Authors: | Denning, Stephen |
Published in: |
Strategy & Leadership. - Emerald, ISSN 1087-8572, ZDB-ID 2039442-1. - Vol. 49.2021, 6 (29.10.), p. 9-14
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Publisher: |
Emerald |
Saved in:
Online Resource
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