ANALYSIS OF INNOVATION MANAGEMENT: A CONCEPTUAL APPROACH

The permanent success of a corporation consists on acknowledging when a business structure change must take place according to an innovation process. This requires that the corporation stops considering that market penetration and product creation can be done under the current business model. Generally, a new product or service requires a new business plan, that is a new way of doing things, depending on intensity and characteristics of the novelty. However, old fashioned products can take advantage of a new plan as they can be re-launched with a different strategy on a particular field. In the moment that the corporation analyzes in-depth the appropriate changes in the business model, just then, the corporation must build a new business model for the new product or service.