Innovate or Die, is This True?

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"Innovate or Die", is This True?

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Innovation, marketing, communication, digitalization, financial performance, coronavirus crisis, business model, Nokia, startup

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Innovate or die could be the maxim for any brand when planning and developing a marketing campaign for a product launch. A company's or brand's marketing innovation will be what sets it apart from the competition, a competitive advantage that will enable it to attract consumers and improve its market positioning. Nowadays, innovation has become an essential asset for marketing campaigns, especially given the need for the market to constantly improve in order to compete with the rest of the brands.
Innovation is not just about having an original marketing strategy, it's also about being able to quickly put yourself in the customer's shoes, get in touch with them and meet their expectations.
In this sense, it is undoubtedly becoming increasingly difficult to stand out from the crowd, and when we talk about innovation in marketing, we're not talking about a luxury but something fundamental. Customers are increasingly demanding and well-informed, so it's not easy to have an impact on them. What's more, they want differentiated experiences every time they buy a product, which means that consumer needs are constantly evolving.

Is it true that companies must innovate or die?
Conservative companies are they really dying?

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[...] "Innovate or Die", is This True? Introduction 2 For all these reasons, innovation in marketing is a key element in the plans and strategies of organisations that want to stay one step ahead of their competitors, but what are the strategies for innovation? • Omni-channel • Surprise factor • Virtual reality • Machine learning 3 Is it true that companies must innovate or die? 4 The overabundanc e of digitalization consecrates innovation as the main variable of success • Facing a volatile, uncertain, complex and ambiguous world • Urgent need to generate an impact, something new, essentially to generate something that will save them time. [...]

[...] The Innovation Race : How to Change a Culture to Change the Game. John Wiley & Sons. • Piening, E. P., & Salge, T. O. (2014). Understanding the Antecedents, Contingencies, and Performance Implications of Process Innovation : A Dynamic Capabilities Perspective. Journal of Product Innovation Management, 80‑97. • Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43(2‑3), 172‑194. • Verloop, J. (2013). Success in Innovation : Improving the Odds by Understanding the Factors for Unsuccess. [...]

[...] Innovation Abyss : An Innovator's Solutions to Corporate Innovation Failure. • Douglas, T. H. (2022). Adapt Or Die : How to Create Innovation, Solve People Puzzles, and Win in Business. • Fernandes, A. F. C., & Paunov, C. (2015). The Risks of Innovation : Are Innovating Firms Less Likely to Die ? The Review of Economics and Statistics, 638‑653. • Garcia-Quevedo, J., Segarra-Blasco, A., & Teruel, M. (2018). Financial constraints and the failure of innovation projects. Technological Forecasting and Social Change 127‑140. • Grant, A., & Grant, G. (2016). [...]

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