THE TWO FACES OF INNOVATION

摘要

Innovation is a word we hear all too often, and its repetition has led to its meaning being lost. Perhaps Dr Sarah Dixon can shed some light. She divides it into two forms: incremental innovation and disruptive innovation. Incremental innovation is the continual adaptation of a company, perfectly illustrated by Tesco. As the first store to offer shopping loyalty cards, the supermarket giant exploited access to consumers' shopping habits and was able to implement targeted marketing. Woolworths, on the other hand, neglected to invest in incremental innovation. Its failure to adapt to new technologies and retail trends played a part in its liquidation in 2008.