Each of the innovations just listed adds value; if customers recognize this, they will return to purchase or use similar products or services in the future. A key characteristic of a product, process, or service is the degree of tangibility of the product and the degree of interaction with the end customer or consumer. For example, product innovation involves innovating tangible products. This is an activity in which most consumers have little involvement. The first time a customer experi- ences the product is when it is brought into the market and the cus- tomer purchases it. On the other hand, services typically involve intangible products such as banking and serving fast food. Unlike with products, the customer has a high degree of contact and interaction with services.