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Publication
The 8P Innovation & Differentiation Model
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Abstract(s)
Since Schumpeter (1934), managers have been aware that innovation is a critical factor if
they wish to be both more efficient and successful in the market. It is known that managers
and entrepreneurs need intuitive and models that are easy to apply in order to save
time and be effective in their decisions. This paper focuses on the organisational need
of a management tool that helps decision-makers with the innovation process. We are
reviewing the innovation literature in order to sustain the proposal of a new model that fills
that need: the 8P Innovation & Differentiation model – Product, Price, Place, Promotion,
People, Partners, Processes and Purposes. This model systematizes and facilitates the work
of managers and entrepreneurs who can reason more easily on new paths to differentiate
their market offers, as well as innovate in either an incremental or a disruptive way. The
model provides insights in all main aspects that can improve entrepreneurs’ strategical
decisions about the business model.
Description
Keywords
Innovation Differentiation Modelling Entrepreneurship Business model 8P Innovation & Differentiation model
Citation
Carvalho, J. M. S., & Marnoto, S. (2016). The 8P Innovation & Differentiation Model. Education for Entrepreneurship: International Journal of Education for Entrepreneurship, 6 (2), 7-17.