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The Innovation Dilemma: How to Innovate When the Market is Mature

Robert G. Cooper


Most companies have ambitious growth goals. The trouble is there are only so many sources of market growth. Markets in many countries and industries are mature and increasingly commoditized; achieving growth in market share is expensive; and acquisitions often do not work. For most companies, product development means line extensions, improvements, and product modifications, and only serves to maintain market share. The answer is bold innovation—breakthrough products, services and solutions that create growth engines for the future. Our benchmarking studies reveal that five vectors must be in place to undertake this type of innovation to yield bolder and more imaginative development projects.