Abstract
Strategic innovations emerge from an iterative learning process that starts with an expansive, market-oriented search for attractive growth opportunities. This approach is facilitated by reimagining and stretching every dimension of the customer value proposition and business model that together comprise the strategy of a firm. This market-oriented approach subsumes the distinctions between market-driven and market-driving. Both approaches require deep insights into the latent needs and unresolved problems of present and prospective customers, and informed anticipation of competitive actions and reactions.
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