Based on the concept that the firm can create interesting, relevant technologies that solve customer needs
Firms that pursue this strategy must also be the technology leader in their field
“Inside-out” innovation. Company creates innovations that find or create markets
Driven by technology, not needs
Limited breadth of innovations. Typically limited to new products. Few services, business models or experiences
R&D focused. Typically much of this innovation happens in the lab. Less innovation outside of R&D.