MARKETING FOR INNOVATION, INNOVATION, PART 2 OF 3 Tags: virtual assistance, virtual assistant, assistente virtuale, adjointe virtuelle, assistante virtuelle, french virtual assistant, italian virtual assistant, assistente virtuale inglese, assistente virtuale francese, assistente virtuale marketing, assistenza virtuale, assistente virtuale francia, assistente virtuale inghilterra, assistente virtuale bilingue Description: MARKETING FOR INNOVATION, INNOVATION, PART 2 OF 3 This presentation (vs. 2) is split into three parts: Part I, Introduction Part II, Innovation Part III, Marketing MARKETING FOR INNOVATION, Catherine Gason, International Marketing Consultant and Virtual Assistant MARKETING POUR L’INNOVATION, Catherine Gason, Consultante et Assistante Virtuelle Plurilingue MARKETING PER L’INNOVAZIONE, Catherine Gason, Consulente ed Assistente Virtuale Multilingue

1. Multilingual Marketing
Catherine Gason
Consultant & Virtual Assistant
Marketing for
Innovation
INNOVATION
Part 2 of 3

2. MARKETING AND INNOVATION
“There is only one valid definition of
business: to create a customer…
Because it is its purpose to create a
customer, any business enterprise
has two – and only these two –
basic functions: marketing and
innovation”
Druker P.F., The Practice of Management, 1954

3. INNOVATION AND MARKETING
INNOVATION MARKETING
New product, Create value for
new process or the innovation
major Increase the value
technological Communicate the
modification to value
products and
processes

4. INNOVATION
New products,
new processes
and major
technological
modifications to
products and
processes

5. INNOVATION
An innovation is considered
performed if it is introduced to the
market (product innovation) or
implemented in the production
process (process innovation).

6. INNOVATION VS. INVENTION
INNOVATION INVENTION
initial creation of
commercialization something new
of an invention by
• producing and
marketing a new Innovation is
good or service invention plus
• by using a new exploitation
process

7. TYPES OF INNOVATION
• Continuous vs. Discontinuous
• Radical vs. Incremental and
Disruptive
• Architectural vs. Component
• Competence-Enhancing vs.
Competence-Destroying

8. TYPES OF INNOVATION
Continuous innovation: little disruptive
impact on behaviour patterns
Dynamic continuous innovation: no new
consumption patterns but creation of a
new product or alteration of an existing
one
Discontinuous innovation: establishment
of new behaviour patterns and creation
of previously unknown products

9. TYPES OF INNOVATION
Incremental innovation: only a minor
change from (or adjustment to) existing
practices
Radical innovation: new and different
products and/or processes
The radicalness of an innovation is the
degree to which this innovation is new
and different from previously existing
products and processes.

10. INNOVATION AND MARKETING
Disruptive innovations are typically
innovations in marketing terms
A disruptive innovation disrupts an
existing market and creates a new
market.

11. TYPES OF INNOVATION
A component innovation (or modular
innovation) affects one or more
components of a product system without
significantly affecting the overall design
An architectural innovation affects the
overall design of the system or the way
components interact

12. TYPES OF INNOVATION
Competence-enhancing innovation
builds on the firm’s existing knowledge
base
Competence-destroying innovation
makes a firm’s existing expertise
obsolete

13. SUBSTITUTION VS. DIFFUSION
The process of technological change occurs
through substitution or diffusion
Substitution: product or technology, which
offers an improvement in performance or
cost, substitutes the product or technology
of lesser performance or higher cost
Diffusion: acceptance, over time, of some
specific product, technology or know-how
by individuals or groups

14. Multilingual Marketing
Catherine Gason
Consultant & Virtual Assistant
For more information, visit my new
website
www.catherinegason.com
Catherine Gason
Multilingual Marketing
Consultant & Virtual Assistant
English ♦ Français ♦ Italiano
e-mail: catherine@catherinegason.com
www.catherinegason.com