Purpose – The purpose of this paper is to describe a practice that has implications for increasing product innovation in a variety of industries. Design/methodology/approach – The case describes a market orientation and product innovation program to increase a company's competitiveness. At...

Purpose – The purpose of this paper is to describe a conceptual strategy approach that can be applied to product development. Design/methodology/approach – The case describes an approach to avoid dangerous competition and find new uncluttered market space. The methodology is illustrated by a...