Abstract
Innovation is not only about coming up with new inventions but it is also about how the product is marketed. Many a times an excellent product fails in the market due to poor innovative marketing strategy. Therefore, it is important to integrate the concept of innovation circle with marketing theories.
Camera industry is a classic example of why some companies failed because of lack of a good innovative marketing plan while others succeeded. Kodak was one of the pioneers in the digital camera industry. In fact, it was one of the first who introduced digital camera in the marketplace. However, due ...