Innovation has become a cornerstone of sustainable growth and commercial success.
Although vital for gaining and maintaining competitive advantage, the pursuit of innovation presents an ongoing challenge. An effective push-pull strategy can be a valuable tool in a company’s strive to provide innovative products.
Manufacturers are always searching for new opportunities. Constant changes in markets continuously generate new requirements – a perfect environment for manufacturers to identify customers needs and thus to develop innovative solutions. This dynamic also allows manufacturers to drive markets beyond today’s requirements and develop break-through technologies.
The basic concept of a push-pull strategy in innovation is being presented; examples will be discussed with a focus on the transistion in the flooring industry from laminate floors to luxury vinyl tiles, and beyond.