Innovation as management process the preceding sections have revealed that innovation is not a singular event, but a series of activities that are linked in some way to the others. This may be described as a process and involves, (1) A response to either a need or an opportunity that is context dependent. (2) A creative effort that if successful results in the introduction of novelty. (3) The need for further changes. Usually in trying to capture this complex process the simplification has led to misun- derstandings. The simple linear model of innovation can be applied to only a few innovations and is more applicable to certain industries than others. (Kelly and Kranzberg, 1978)