According to Paul Schumann in The Innovation Road Map Travelogue, before you can develop an innovation profile for your organization, you must first understand the market in which you compete:
“In determining an appropriate innovation profile for an organization, the first place to get information is in the market. In our view, the market is composed of three elements – customers, competition and technology. Customers provide the “pull” in the market, technology provides the “push” and competition provides the “clash”. All three of these elements need to be taken into consideration to determine an appropriate innovation profile for the organization.”
Lots of good thoughts here regarding marketing innovation!