Now that the general areas for innovations have been identified and are securely embedded in the overall business strategy and plan, the product development part of innovation needs to be recognised and developed.

The product development may be coming from a major market change or from a new processing development or a new raw material or even a reorganisation of the company into different units or subsidiaries; as well as specific product innovations identified as needed by the company. It is important to recognise that the product development comes from different innovation areas.

Also the product development needs to be associated with the present product mix and its predicted future development. This is the start of creative activity in the product area. Given the innovation strategy direction, what can we do in product development?