The authors discuss innovation in the context of ‘awareness’ and information available to customers. Flexible informational awareness accounts for both perceptions within the same overall innovation strategy is researched. A simple theoretical setup that yields an intuitive and tractable visualization - in the form of thought bubbles - for the process of innovation is proposed.
GOORHA, P. ; POTTS, J. (2016): Awareness in innovators: from ‘outside the box’ to ‘inside the bubble’. In: Journal of Global Entrepreneurship Research: Volume 6 URL [Accessed: 16.04.2018] PDF