I agree with several of the exhibits above, but liked to systematize the question asked by Peter as follows:
1 ) Encouraging innovation should be introduced strategically, otherwise, we can have collaborators to invent things that have nothing to do with the positioning and identity of the organization;
2 ) The four known Marketing strategic variables (A-Price value, B-Performance value, C-Relational value and D-Diffusion value) can produce new results only through a process of continuous innovation, because markets are always changing, independently of choose of predominant strategic variable.
3 ) However, while the variable B- Performance value is fully oriented to the creation of new products/services by new processes, with disruptive impact compared to traditionally produced, the other three variables are more oriented to performance improvements in the production of products / traditional services.
Anyway, any real innovation that meets the actual needs of the people, whether with a more scientific or more commercial nature, requires increasingly demanding and rigorous processes, otherwise, the results can never be tested and validated before being applied.