Product Innovation

Updated on March 26, 2024
Article byShrestha Ghosal
Edited byShrestha Ghosal
Reviewed byDheeraj Vaidya, CFA, FRM

What Is Product Innovation?

Product innovation is a business process that focuses on the creation and enhancement of new or existing products and services. This process aims to provide additional value to the consumers and increase the perceived value of a specific product. Moreover, it attempts to differentiate from similar existing products in the market.

Product Innovation

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Customer needs and satisfaction drive this innovation. A successful innovation strategy requires extensive market research, identifying customer pain points, procuring technological expertise, and gathering adequate insights from consumers. The process aids a business to evolve and stay relevant in the dynamic business landscape.

Key Takeaways

  • Product innovation is a business process that emphasizes developing and improving new and existing products and services. Consumer requirements and satisfaction influence this innovation.
  • The innovation policies must address numerous factors, including cost-effectiveness, setting up a competitive advantage, and fulfilling consumer expectations. It must also emphasize providing a unique value proposition while adhering to regulatory requirements.
  • The different types of innovation include designing a new product, enhancing existing products, and introducing new or additional features to a product.

Product Innovation Explained

Product innovation is an organizational process that centers on building and improving new and existing products and services. The consumer desires and satisfaction fuel this invention. An effective innovation strategy entails identifying the critical customer problem areas, comprehensive market analysis, acquiring necessary resources and technological expertise, and gaining valuable customer knowledge.

This approach strives to deliver additional value to the customer and elevate the perceived worth of a particular product. Additionally, it makes an effort to distinguish itself from similar existing products on the market. Furthermore, this process helps a company expand and remain competitive in the constantly evolving business world.

The product innovation policy must consider several focus areas, including cost efficiency, gaining a competitive edge, and meeting the market requirements. It must also emphasize offering a unique value proposition and maintaining legal standards. A successful innovation strategy aids in revenue generation, profit maximization, and the overall development of a business.


The different types of product innovation are:

  1. Innovation of new products: This innovation type involves the creation of new products. Successful innovation and adoption of new products can create a significant shift in the industry. However, it is a risky process as ideating and creating a new product from scratch and marketing for it can be challenging.
  2. Development of existing products: It includes the growth and enhancement of existing products that are already relatively successful in the market. This process aims to improvise a product or a service to increase the value it provides to the consumers. This innovation type focuses primarily on meeting customer needs and increasing consumer satisfaction.
  3. Introducing new product features: This innovation method emphasizes the introduction of new aspects to an existing product to enhance its functionality. The process prioritizes developing additional attributes without overburdening the users. It aims to upgrade the quality of the product while keeping it accessible to the customers.


Let us study the following examples of product innovation to understand this process:

Example #1

Suppose Sage Mobiles is a company that manufactures mobile phones. It has gained popularity in the market for its quality products and after-sales services. Sage Mobiles decided to manufacture and sell laptops and tablets. It created a team specializing in the development of tablets and laptops. The company conducted market research and identified the features and specifications that the consumers need. Sage Mobiles then incorporated those features into the products and finally launched them on the market. This is an example of product innovation.

Example #2

Crox Inc., also known as CROX, announced its intention to innovate its products in September 2023. It has made a place for itself in the market due to its strong policies on growth and innovation. The brand stayed relevant and increased its profits by over 13.8% in the second quarter of 2022. It also continued to grow its market shares in North America with the help of innovations in sandals and other products. The company is on track for further growth and innovation.

Best Practices

Some best practices of the product innovation process include the following:

  1. Businesses must focus on the customers and their needs while outlining the innovation process. They must identify the requirements of the consumers and their pain points through thorough research and incorporate feedback while designing the product or service.
  2. The organization must promote a culture that encourages innovation and imagination. Employees must be able to reach out to the management with their suggestions and ideas.
  3. The innovation process must have clear goals and objectives. The company must recognize the business goals and create strategies that align with the objectives. This method helps in the optimum utilization of resources and evaluating any deviations from the established plan.
  4. A business must boost collaboration with other external entities to enhance the innovation process. It will help the company tap the best talents in the market and enable them to stay ahead of the competition.


The importance of the product innovation process is as follows:

  1. It enhances the performance and quality of the products and services. Thus, it helps increase the effectiveness and efficacy of the business structure and operations.
  2. Companies can venture into new market segments through this innovation process. It can assist them in expanding their avenues and increasing their customer base.
  3. This innovation can help organizations achieve product differentiation. It helps them focus on one specific aspect of the product or service and design a perceived value based on that aspect. This helps the business attract new customers and retain the existing ones.
  4. Successful innovation results in the overall growth and development of a business. It enhances revenue growth and profitability.
  5. This innovation can help companies achieve a competitive edge in the market. New and efficient products can make an organization stand out from its competitors and dominate the industry.

Product Innovation vs Process Innovation

The differences between the two are as follows:

Product Innovation

  1. It is the creation, growth, and development of products and services. As a result, it is more visible to the customers.
  2. This innovation implies the creation of new products and the development of existing products. It may involve recreating existing products using newer technologies.
  3. This innovation can be driven by various factors, including consumer demands, expansion of the business, and gaining a competitive edge in the market.

Process Innovation

  1. Process innovation is the growth and development of the technology, skills, and facilities that are used in a production process. Thus, this innovation is not visible to the customers as they are not directly impacted by it.
  2. It aids in the enhancement of a production process by making it more cost-effective or time-efficient.
  3. This innovation helps in removing barriers to production and consumption.

Frequently Asked Questions (FAQs)

1. What is a product innovation charter?

This charter is a statement that formalizes an organization’s innovation strategy. It provides the reason behind the need for new product development and identifies the opportunities for innovation. It also outlines the focus areas, goals, and objectives that the company needs to attain.

2. How to measure product innovation?

This measure offers a view of the level to which an innovation process is functioning effectively. Several indicators can be used to evaluate this process, including market share, growth in revenue, and consumer satisfaction. It can also be assessed through the profits earned, competitive advantages, and its impact on society and the environment.

3. Is product innovation internal or external?

The innovation process can be both internal and external. The company’s aims and objectives determine the nature of the innovation. The internal innovations are done within the company. However, its impact may be visible from inside and outside the organization. Conversely, external innovation focuses on the products and services that directly affect the customers.

4. What does a product innovation manager do?

This manager is responsible for managing the innovation and development process for a product or service. The manager leads the strategic growth of the business.

This has been a guide to what is Product Innovation. We explain its examples, comparison with process innovation, types, importance, and best practices. You can learn more about financing from the following articles –

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