Argumentative

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Creativity, Innovation & Design

Prepared by Dr Gerrit de Waal

INNOVATION TYPOLOGIES

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A Broad Universe of Innovation Types

The categorisation of innovation types used in this presentation was derived from Moore (2005).

Examples of innovations in each category is provided by the presentation author

Reference

Moore, G. A. (2005). Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution. New York: Penguin Publishing Group

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Disruptive Innovation

Application Innovation

Product Innovation

Platform Innovation

Enhancement Innovation

Integration Innovation

Experiential Innovation

Process Innovation

Marketing Innovation

A Broad Universe of Innovation Types

Value Migration Innovation

Line Extension Innovation

Value Engineering Innovation

Harvest & Exit

Renewal Innovation

Organic Renewal

Acquisition Renewal

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Four Innovation Zones

Disruptive Innovation

Application Innovation

Product Innovation

Platform Innovation

Enhancement Innovation

Integration Innovation

Experiential Innovation

Process Innovation

Marketing Innovation

Business Model Innovation

Line Extension Innovation

Value Engineering Innovation

Harvest & Exit

Renewal Innovation

Product Leadership

Zone

Operational Excellence

Zone

Customer Intimacy

Zone Category Renewal

Zone

GROWTH MARKETS

MATURE MARKETS

DECLINING MARKETS

New Customer Focus Existing Customers

Optimising flavour

Demand side

Supply side

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Experiential Innovation

Marketing Innovation

Innovation Types for Mature Markets

The Customer Intimacy Zone

Customer Intimacy Zone

Enhancement Innovation

Line Extension Innovation

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1. Line extension innovation A product line extension is the use of an established product brand name for a new item in the same product category. Line Extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavours, forms, colours, added ingredients, package sizes.

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2. Enhancement innovation Improving existing offers in existing markets by modifying a single dimension, thereby reawakening customer interest in what was becoming an increasingly commoditised category.

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3. Marketing Innovation

Introducing new or creative ways in which the company can market itself to potential or existing customers

Guerrilla marketing – on the cheap

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4. Experiential Innovation Creation of value which is based not on differentiating the functionality but rather the experience of the offering. Extend the three dimensions of your offering.

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