A lot has been written about innovation, however, much of it during a time when the majority of innovation involved physical products. In the modern world much of what we buy is in the form of a service or a product with a service wrapper. With the increase of service enabled offerings, non-product, commercial innovation has become increasingly important.
Whilst leaders in the innovation space such as Procter and Gamble have acknowledged commercial innovation in their innovation frameworks, they often define it as innovations that use creative marketing, packaging, and promotional approaches to grow existing offerings.
Kommercialize looks to expand out the definition of commercial innovation to include all non-product innovation. This includes: aligned processes; better information flows; new business models; relationships; and contractual models. When brought together with products and services these can often further leverage the innovation, creating differentiated offerings and having a significant impact on the organisation’s position in the market.