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By the end of this chapter, you should be able to:
➔ evaluate the importance of research and development (R&D) for a
business
➔ explain the importance of developing goods and services that
address customers’ unmet needs
➔ distinguish between different types of innovation:
● product innovation
● process innovation
● positioning innovation
● paradigm innovation
➔ distinguish between adaptive creativity and innovative creativity
➔ examine how pace of change in an industry, organizational culture,
and ethical considerations may influence research and development
practices and strategies in an organization.