Latest thinking on brand-led innovation

Listen to two UEA academics, James Cornford and Dr. Alfonso Avila-Merino, as they discuss the role of brand in innovation. As you listen, ask yourself:

• what are the three main ways innovation is changing?
• how can brand speed it up?
• how can a highly profitable business line become a trap?

James and Alfonso mention two very interesting new themes in innovation. You can find out more about ‘democratic innovation’ in Eric Von Hippel’s book Democratizing Innovation (2006), and about ‘frugal innovation’ in Jugaad Innovation (2012) by Navi Radjou, Jaideep Prabhu and Simone Ahuja.