Successful market innovation

Abstract

This article reviews three types of innovation which contribute to organic business development: product innovation, process innovation and market innovation. It argues that market innovation ‐ defined as improving the mix of target markets and how these are served ‐ provides a powerful focus for identifying new business opportunities. Examples from the field of financial services illustrate how skilful market innovation can serve to grow a business as well as to safeguard it from attacks by competitors.

Citation

Johne, A. (1999), "Successful market innovation", European Journal of Innovation Management, Vol. 2 No. 1, pp. 6-11. https://doi.org/10.1108/14601069910248838