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Innovation Pathways

In: Redesigning Manufacturing

Author

Listed:
  • Michael Beverland

    (University of Bath)

  • Beverley Nielsen

    (Birmingham City University)

  • Vicky Pryce

    (Centre for Economics and Business Research)

Abstract

The previous chapter identified how manufacturers use brands to drive their business models. A brand-driven business model has implications for how firms innovate. Writers on innovation (and the vast majority of those on manufacturing policy) rarely give much consideration to branding other than to identify it as something that is “added on” at the end of the innovation process. Nothing could be further from the truth—the type of innovation (primarily breakthrough or primarily incremental) and, critically, the means by which one goes about innovating are all contingent on one’s brand position. Far from being a last-minute add-on, branding considerations take centre stage in innovation strategy. This chapter explores the relationship between branding and the six innovation pathways identified in Chapter 4.

Suggested Citation

  • Michael Beverland & Beverley Nielsen & Vicky Pryce, 2015. "Innovation Pathways," Palgrave Macmillan Books, in: Redesigning Manufacturing, chapter 6, pages 101-126, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-46522-1_6
    DOI: 10.1057/9781137465221_6
    as

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