Innovation explosion

摘要

When it comes to new varieties, can you ever have too much of a good thing? "New and improved!" It's the tag line on a million marketing campaigns. In the business world, people commonly assume that competitive strategy demands a constant rollout ofnew products. And in floriculture, no one takes that maxim more to heart than the Dutch, who introduce nearly 1,000 new varieties of cut flowers and pot plants every year. It's possible, however, to raise challenging questions about the cult of innovation, as did Felix Schrandt, managing director of the Flower Council of Holland, in a speech at last year's International Horti Fair--the most important annual showcase in the flower business for new-product introductions. What's really "new"? Where do we draw the line between true innovation and hype? Do consumers really want "new" flowers? What drives the development of new varieties--and what ought to be driving it?