Finding new growth: the case for innovation by enhancement
Issue 1, 2010
Strategy, Technology & innovation management

Most companies aim their innovation efforts at seeking ways to protect and increase turnover of existing products and services within their existing customer base. Top innovators, however, take a different approach, spending time and money on finding ways to broaden their customer base through smart new combinations of existing technologies and markets. This article shows how innovation by enhancement works and demonstrates how to find and assess enhancement opportunities.