Outside-in Thinking as Opposed to Inside-Out Thinking Is Vital for Successful Product and Service Innovation. Discuss.

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Outside –in thinking as opposed to inside out thinking is vital for successful product and service innovations. Discuss. Introduction Evidence shows that businesses that have the awareness to continually create, evaluate and successfully exploit their new ideas are more likely to survive and prosper in the competitive global economy. These ideas improve the way we do things and the things we make: the things that allow a business to remain competitive. Innovation Innovation can be defined as the process of translating an idea or invention into a good or service that creates value or for which customers will pay. To be called an innovation, an idea must be replicable at an economical cost and must satisfy a specific need. Innovation involves deliberate application of information, imagination and initiative in deriving greater or different values from resources, and includes all processes by which new ideas are generated and converted into useful products. Innovation also can be viewed as the application of better solutions that meet new requirements, in articulated needs of the customers , or existing market needs. This is accomplished through more effective products, processes, services, technologies, or ideas that are readily available to markets, governments and society. Roberts (1988), defines innovation as the successful implementations and exploitation of a new idea or invention . Innovation is the main idea in shaping corporate life and helping companies to adopt various strategic options. It helps to reduce total cost of production, increase income avenues, and maintain efficient operating systems. Innovative businesses also benefit the economy: delivering added value; high quality jobs; successful business; better products and services for customers; and new, more environmentally friendly, processes. Outside-In thinking Outside-in thinking is a

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