18.2. Premise 2: Innovation Is Multifaceted
Innovation occurs in many business domains. In the three mini-cases, innovation occurs in product or service offerings, business strategy, and administrative processes.
Innovative product offerings include revolutionary new products or product extensions (for example, features, performance, or functionality). Business strategy innovation changes how the enterprise makes money (for example, services more than products), where the enterprise does business (for example, new geographies), how the enterprise goes to market (for example, new channels), how the customers experience the firm (for example, brand), or how the firm services customers (for example, eBay). Administrative innovation occurs when ...
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