 Innovation PathwaysMichael Beverland,
Beverley Nielsen and
Vicky Pryce
Chapter 6 in Redesigning Manufacturing, 2015, pp 101-126 from Palgrave Macmillan Abstract: Abstract The previous chapter identified how manufacturers use brands to drive their business models. A brand-driven business model has implications for how firms innovate. Writers on innovation (and the vast majority of those on manufacturing policy) rarely give much consideration to branding other than to identify it as something that is “added on” at the end of the innovation process. Nothing could be further from the truth—the type of innovation (primarily breakthrough or primarily incremental) and, critically, the means by which one goes about innovating are all contingent on one’s brand position. Far from being a last-minute add-on, branding considerations take centre stage in innovation strategy. This chapter explores the relationship between branding and the six innovation pathways identified in Chapter 4. Keywords: Service Innovation; Brand Position; Incremental Innovation; Corporate Brand; Breakthrough Innovation (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-46522-1_6 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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