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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Innovation Pathways
verfasst von : Michael Beverland, Beverley Nielsen, Vicky Pryce
Erschienen in: Redesigning Manufacturing
Verlag: Palgrave Macmillan UK
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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.