The increasing importance of new sales and communication channels has fundamentally changed customer experience. Competition also makes necessary to quickly innovate in order to retain a customer who has new options available thanks to e-commerce.
For companies, the capacity to innovate, together with digital economy, has become a survival factor. Like during any important technological revolution, some companies appear and grow, others disappear. Apple, one of the first market capitalizations in the world, has become the leader of phone market in a few years. On the other hand Kodak, a company created in 1881, has filed for bankruptcy on January 2012.
Innovation causes several problems. It reveals the necessity of questioning company values and know-how. New projects are often in conflict with the company’s traditional activity, either by putting a strain on financial resources during the investment phase, or by competing with already established activities.
More than ever, companies must: