This book aims to develop innovation theory by focusing on innovation in a consumer society. In an advanced consumer society, services dominate and are provided through digital as well as physical channels by local, national and global firms. This book aims to identify the ways in which value...

Look Ahead -- Reimagine Tomorrow -- Set Expectations -- Filter Information -- Detect Patterns -- Develop Narratives -- Identify Meaning -- Take Action -- Abandon Today -- Inhabit Tomorrow -- Conclusion: The Future Starts Now.