Mapping of innovation as instrument for business enhancement : a bibliometric review

Mapping of innovation (MOI) emerges as an essential tool for visualizing internal and external innovation prospects in the current business environment. This study employs a bibliometric approach to analyze the development, significance, and evolution of mapping of innovation at the business level through 241 publications indexed in Web of Science between 1985 and 2023. The research identifies 61 MOI techniques, such as costumer journey map, stakeholder map, and cognitive map. These techniques were categorized into six groups, including network approaches, geographical approaches, strategic tools, statistical and mathematical models, diagramming techniques, and descriptive methods. Having a comprehensive framework of MOI techniques will enable the delivery of effective and tailored solutions to companies that wish to map their innovation. At the cluster level, the mapping of the improvement of business models, co-creation processes, and product design are the most embraced factors both scientifically and by businesses. This research links MOI scientific production with business needs and interests. At the individual theme level, artificial intelligence, business models, entrepreneurship, and sustainability are highlighted for their practical relevance to current business needs and interests. Although research on MOI primarily focuses on developed economies such as the United States and Western Europe, it plays a significant role in driving entrepreneurship, social innovation, frugal solutions, and reverse innovation in developing economies. To the best of our knowledge, this is one of the first comprehensive attempts to integrate mapping of innovation techniques, linking them to both business and academic enhancement, including developing countries, and highlighting emerging themes.