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Innovation Typologies

Part 5. Product Innovation and Management

  1. Rajesh K. Chandy1,
  2. Jaideep C. Prabhu2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05012

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Chandy, R. K. and Prabhu, J. C. 2010. Innovation Typologies. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. 1

    London Business School, London, UK

  2. 2

    University of Cambridge, Cambridge, UK

Publication History

  1. Published Online: 15 DEC 2010


The following questions concerning typologies of innovation are discussed (i) what types of innovations exist in the literature? (ii) what key dimensions underlie these varied types of innovations? We suggest that the many types of innovations described in the literature can be classified along two dimensions: (i) whether the basis of an innovation is the concept underlying the innovation, the customers who might buy the innovation, or the company that faces or implements the innovation and (ii) whether the innovation is exemplified by its features or by the effects it has on the status quo.


  • breakthrough;
  • innovation typologies;
  • platform;
  • disruptive innovation;
  • architectural innovation