A company needs to identify the specific ways it can differentiate its products in order to gain a competitive advantage. It must consider the market in which it is competing, the nature of the competition and how its capabilities will enable its products to be successful. The positioning of the product and the brand strategy selected are of particular importance. Marketing research offers extensive opportunities in terms of information provision. The effective use of this information often leads to the successful development of new products.

Using the Apple iPhone, create a cyclic innovation model to illustrate (Figure 1.9 pg. 34 in the book) an innovation project. Below the module, you create, list the 13 parts of the model starting with Entrepreneurship working your way outwards. Discuss specific actionable items Apple took to interconnect the cycles. Support these actionable ideas using concepts in chapter 13 from the book.

Book: Trott, P (2017). Innovation Management and New Product Development (6th ed.). Pearson. ISBN. 978-1-292-13342-3. Read Chapters 13 & 14.