Market strategy & innovation

There is growing recognition that, in order to overcome cutthroat competition, firms need to diverge from established industry recipes. In today's economy, marketing plays a critical role when it comes to reaping the rewards of innovation. Innovations succeed or fail in the marketplace not only on the soundness of the new technology, but also on the company's skills and foresight in bringing the innovation to market and getting it adopted by customers.

The business press has coined the term "strategic innovation" to refer to companies that radically change the rules-of-the-game in an industry by competing in a fundamentally different way. We define strategic innovation as the implementation of a fundamentally different way of competing within an existing industry that redefines and expands customer value based on organisational value-shaping capabilities. Unlike traditional thinking about innovation, this different way of competing is not realised through product innovation per se. Rather, superior value for customers is derived from innovation in any of the organisational activities and capabilities. As such, innovation may relate to the product concept, the production or service-provision process, or the marketing of the offering. In order for strategic innovation to occur, activities and capabilities are leveraged so that the customer value that is provided breaks with established industry recipes.

Key research areas

We have special expertise in:

  • strategic innovation
  • how established companies deal with strategic innovation
  • competitive reaction to new products
  • new product go-to-market strategies
  • creating market acceptance for new products

Research results and publications

Curious about some of our research results and publications?

Research for your organisation

In addition to conducting research that contributes to fundamental academic knowledge, we can also carry out practice-based research especially for your organisation.

Our experts

Meet the faculty and researchers who are experts in Market Strategy & Innovation.

Tips from our experts

Journals, portals and books keep you informed about trends in Market Strategy & Innovation. Some recommendations from our experts:

  • All the right moves: a guide to crafting breakthrough strategy by Constantinos Markides (2000)
  • Will and vision: how latecomers grow to dominate markets by Gerard Tellis and Peter Golder (2006)
  • www.businessweek.com/innovate

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