1908 WordsApr 25, 20118 Pages
Select a company you believe to be innovative (this should be an internationally known company). Explain what makes this company innovative? In your answer, use relevant theory and examples to illustrate why you believe the company is innovative. Cannon – an innovative company Founded in 1937 with the specific goal of making the best quality camera available to customers, Canon’s passion for the power of image has since extended its technology into many other markets and has established it as a world leader in both consumer and business imaging solutions. Its solutions comprise products, ranging from digital compact and SLR cameras, through broadcast lenses and portable X-ray machines, to multi-function and production printers, all…show more content…
Strategic innovation means experimenting with new strategies, with new combinations of the ‘What, Who and How’ of a business. If a company identifies a new customer base, it will start behaving in a way that best satisfies the specific needs of those customers. This behavior will most likely be different from that of established competitors who are serving different customers (Markides, 1997). In the case of Cannon, Xerox leased big photocopiers to corporations through a direct sales force. Canon sold its personal photocopiers to end users through a dealer network. Thus Canon has adopted a different product, along with different selling and distribution strategies. They identified a customer segment that was not currently served by existing competitors. Then they designed their products and delivery systems to fit the requirements of this customer niche. New product innovations from Canon strengthen its leadership in imaging technology. In 2009, Canon has reaffirmed its commitment to innovation in product development with the launch of 38 consumer products ranging from an innovative new Digital SLR camera in its flagship EOS range to a germ resistant calculator, and a first voice guided printer. The new SELPHY ES40 is the first printer, which talks to its user. It provides spoken instructions on how to operate the printer in seven different languages; the guidance also
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