Innovation ahead of its time? Innovation involves new ideas, concepts and products whose benefits are not

❷ Innovation – ahead of its time? Innovation involves new ideas, concepts and products whose benefits are not initially apparent to customers –

the first computer and the first microwave oven are examples. And if the product does not provide value, consumers will not buy it. Is it the case, then, that customers do not know what they want when it comes to new products because they do not understand what is possible? Does this mean that consumers cannot provide any input to new-product development?

How do we reconcile this apparent contradiction? What should companies do to overcome this dilemma? (Learning Objective 2) (AACSB: Reflective Thinking)