5. Innovation Life Cycle Stagnation
In Chapter 2 we looked at the transformative value of a product from the consumer’s viewpoint and how critical it is to maximize that transformative value. In Chapter 3 we discussed the innovation life cycle and how there are points within the life cycle that create an appearance of randomness within the innovation process. Chapter 4, through the introduction of the company life cycle, the market life cycle, and the product life cycle, demonstrated that there are multiple views of the same processes that are occurring throughout the innovation life cycle.
In this chapter, we will introduce the transformative value chain and demonstrate that a product has a transformative value to all the stakeholders in the ...
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