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Home→The Westburn Dictionary of Marketing→R→reinnovation

reinnovation

Definition:
A term coined by Professor Roy Rothwell to denote successive incremental modifications to a GENERIC PRODUCT to take advantage of emerging technological or MARKET OPPORTUNITIES. Characteristically such modifications are sufficiently large to differentiate the versions of the PRODUCT in use, while not being so radical as to conceal the common source. Among several possible examples, the successive developments of the Boeing 747 wide-bodied aircraft is perhaps the most familiar. See also INNOVATION and NEW PRODUCT DEVELOPMENT.

Cross-References:
[market opportunity analysis] [new product development (NPD)] [innovation] [product] [generic products]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Ken N. Bernard], [1998].