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30 January 2023

What is Innovation?

Author Civan Güneş, Kerem Akdağ, Category Work Life, Technology

What is Innovation?

    Innovation can be defined as a creative thought or solution. This concept refers to changes and improvements that aim to make a product or service better. For example, a new method can be developed to increase the performance of a product or service, and this development is called innovation.

    The Importance of Innovation

    Innovation is a very important concept for an organization. Through innovation, organizations can generate creative ideas and turn them into reality. In this way, they can gain a competitive advantage and expand their market shares. In addition, through innovation, organizations can continually improve themselves and become open to new ideas. This helps them to be more efficient and effective as an organization.

    Companies have various options to increase their competitive strength. They can strive for price leadership or follow a differentiation strategy. In both cases, innovation is crucial.

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    • Companies that focus on price leadership must secure their long-term competitiveness by developing innovative, highly efficient processes. Process optimization and continuous improvement in terms of costs are important for them.
    • Companies focused on differentiation strategy need innovation to add or distinctive features to the products or services of their competitors.

    What Are the Types of Innovation?

    Innovation refers to the creation and development of new ideas, methods, or products that add value to society. The types of innovation can be classified based on their scope and impact, such as:

    Incremental Innovation

    Incremental innovation refers to the addition of new features without undergoing a major change in a product, brand, or production methods. It also means continuously improving existing products or services to provide more value to an existing market.


    Incremental innovation focuses on expanding product lines, reducing costs, and gradually improving performance by reducing defects and improving features such as next-generation products. These types of innovations are realized in the short term and have a lower market impact compared to other types of innovation. An example of innovation can be the development of smartphones. In the past, phones were primarily used for making calls and sending text messages. With the advancement of technology, smartphones became increasingly sophisticated with the ability to browse the internet, offer mobile payment options, and run complex applications. This increased innovation not only made phones more convenient for users, but also created new industries and job opportunities in fields such as app development and mobile device design.

    Disruptive Innovation

    Disruptive innovation is a term used to describe a new technology or business model that significantly changes the way an industry operates. This type of innovation typically starts at a lower level compared to existing technologies or models, but eventually evolves and becomes widely adopted by invalidating traditional technologies or business models. Disruptive innovation can have a large impact on industries and can create new opportunities for growth and development. An example of disruptive innovation is the development of e-commerce sites and the beginning of the concept of online shopping by changing the perception of shopping to a large extent.

    Radical Innovation

    Radical innovation refers to the creation of a new product or service that significantly changes the way things are done and offers a significant jump in performance or capability. This type of innovation often requires significant time, money, and resource investment for existing markets and industries. Radical innovation can lead to the creation of new markets and the emergence of entirely new industries, and it can have a major impact on society and the economy. Examples of radical innovation include the development of the internet, the creation of personal computers, and the emergence of smart phones.

    Adjacent Innovation

    Adjacent innovation refers to identifying growth and expansion opportunities within a company's existing field or market rather than entering completely new areas. This type of innovation reflects a company's ability to identify and leverage its current resources, capabilities, and expertise. Adjacent innovation can be an effective way for companies to remain competitive and stay ahead of the times by allowing them to quickly respond to changes in market and customer needs. As a result, adjacent innovation enables companies to more easily bring new products to market. An example of adjacent innovation is a software company that builds upon its expertise in software development and leverages its current technology to enter a new market by developing a new platform for online learning (e-learning).

    Innovation Examples

    Innovation refers to the introduction of new ideas, methods, or devices that bring significant change or development in a particular field or industry. There are many examples of innovation ranging from technology to health, from business to the education sector. Let's examine some of these:

    Product Innovation

    Product innovation is the process of creating new or improved products that offer unique benefits to customers. An example of product innovation is the development of a flexible, shatterproof screen for a smartphone. This type of technology will provide consumers with a more durable and user-friendly phone that can withstand daily wear and tear.

    Service Innovation

    Service innovation refers to the development and implementation of new or improved ways of providing service to customers. This can involve creating entirely new services or making existing services more efficient, convenient, or effective. Service innovation can be an important part of growth and competitiveness for businesses as it enables them to better meet the needs and expectations of their customers. It can also help differentiate a business from its competitors and be a valuable source of value for customers.

    An example of service innovation is the development of meal delivery services in response to demand from employees who do not have time to prepare meals and order from outside. These services use advanced technology to make it easy for customers to order meals without having to leave their homes. Such innovations have provided great convenience, particularly for people with busy work lives.

    Marketing Innovation

    Marketing innovation refers to the development and implementation of new and creative ideas in the field of marketing. This can involve the use of new technologies and the implementation of new marketing strategies. Marketing innovation is important as it can assist businesses to stand out from their competitors and effectively address the needs of their customers.

    Using virtual reality technology in marketing campaigns is an example of marketing innovation. This technology allows businesses to create immersive, interactive experiences that can captivate their customers in ways that traditional marketing methods cannot. For example, a clothing retailer could use virtual reality technology to create a virtual dressing room where customers can try on clothes and see how they look before making a purchase. This could help the retailer stand out from its competitors and increase sales.

    Organizational Innovation

    Organizational innovation refers to the process of developing and implementing new ideas and strategies within a company to improve performance and efficiency. It is an important aspect of modern business and can help organizations stay competitive in an increasingly dynamic market. Companies can foster an innovation culture by encouraging their employees to think creatively and take calculated risks, which can drive success and positive change within the company.

    Allowing companies to implement a flexible work schedule for their employees can be an example of organizational innovation. This program, which gives employees more control over their work schedules, increases productivity and job satisfaction by allowing employees to choose their own working hours as long as they are available during the basic business hours and meet the work requirements. This can be especially beneficial for employees who have family or other outside responsibilities.

    Business Model Innovation

    Business model innovation refers to the process of developing and implementing new or improved methods of conducting business. This type of innovation can encompass everything from developing new products or services to improving existing ones, to finding more efficient ways of producing or delivering goods and services. Business model innovation is often driven by the need to maintain a competitive edge in rapidly changing markets, as well as the desire to improve customer experience. By embracing business model innovation, companies can gain a competitive advantage and better respond to the needs of their customers.

    The transition from traditional physical retail sales to online or e-commerce can be seen as an example of business model innovation. This change allows companies to reach a wider audience, provide convenience for customers, and reduce costs by eliminating the need for physical storefronts. By moving their sales and operations online, businesses can innovate and adapt to changing market conditions and consumer behaviors.


    The Importance of Innovation in Human Resources

    Innovation is also very important in the field of Human Resources, as it is in every field. Companies can increase employee satisfaction and productivity by constantly seeking new and better ways to manage and develop their workforce.

    Innovation in human resources can take many forms, from the implementation of new technologies to improve HR processes to the development of creative employee development and training programs.

    Companies can use advanced HR applications developed with the latest technologies to gain an advantage over their competitors or attract sought-after employees with their success. In addition, innovative HR strategies can help to cultivate a culture of continuous learning and improvement that may be necessary for long-term success.

    In conclusion, innovation plays an important role in increasing a company's competitiveness, development and differentiation in the market. Innovation is an important concept because it helps the development of societies. In the digital world, it allows us to develop new and better ways of doing daily or future tasks, which leads to advancement, efficiency, productivity and overall well-being. Innovation also helps to solve problems and meet the changing needs of the world. It contributes to the creation of new products, services and industries that can accelerate economic growth and create employment. Additionally, innovation helps to encourage creativity and critical thinking, which are important skills for individuals to have in today's world.

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    For each concrete situation, it is strongly advised to seek guidance from a professional advisor. If you are a customer of ours, please consult with your customer representative before taking any action related to the announcement. If you are not a customer, seek advice from an expert.

    About The Author

    Civan Güneş

    Digital Marketing Specialist

    Kerem Akdağ

    Business Development & Marketing Consultant

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