Innovation is an important factor in being competitive to:
- differentiate oneself from competitors
- answer to the needs of a global customer who is constantly being solicited.
Meeting the demands of the market is the main issue, and this is the path, as essential as it is uncertain, that every invention, even technically perfect, has to follow.
Innovating makes sense only if innovation has anticipated the real needs, aware or unconscious, of customers and if it can be based on a specific process in marketing and communication.