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Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad

In the introductory chapter, the editors respond to the fundamental goal for any firm: to maintain and build customer trust. The overall themes of the book are innovation, trust and customer experience. The book’s title – Innovating for Trust – reflects trust as an antecedent to adoption and commercial success, as well as an outcome of adoption and commercial success. In short, managers and innovators need to build trust into all activities of innovation. The chapter starts by defining and discussing the notion of innovation. Attempts to innovate are ultimately about forecasting what the future entails, and what customers may want. Innovative capabilities consequently include creative change thinking; not as an isolated act of a genius but as acts of picking up signals of change and opportunities. Also discussed are dimensions and types of innovations, and the editors distinguish between radical and incremental innovations, on the one hand, and sustaining and disruptive innovations, on the other hand. The notion of the innovation journey as a guide for reading the book is offered, together with an overview of the main contributions of the different parts of the book.