are engaging as many stakeholders as possible in the innovation process.
This can result in increased scanning capabilities and better information
about market needs. Engaging employees, suppliers, customers, and other
lead users can reveal new opportunities that otherwise might have gone
undiscovered.
EXTERNAL ENVIRONMENT
All organizations are affected by changes in their external environment;
these changes can be another driver of innovation. Environmental changes
can occur because of competitor actions that have revolutionized the
business environment or can happen through macro shifts in the political,
economic, cultural, or technological environment. As organizations
struggle to realign with their new business environment, they must
innovate their products, processes, and services accordingly.
EXAMPLE: After the terrorist attacks of 2001 in the United States,
governments across the globe imposed greater security requirements on
the airline industry. The initial impact of this new environment was chaos
at airports, long queues, and customer confusion. Airlines and airport
authorities had to innovate their processes to meet these new customer
requirements to remain competitive.