In the book "corporate evolution", Jeffrey Moore, a consultant and expert in the strategy and innovation of Silicon Valley, has guided a path of "how to innovate" for enterprises.

Based on the market positioning of enterprises enterprise In the subdivision of functions, Jeffrey Moore has extracted 14 types of innovative four regions:

Product leading area: it is applicable to any business type enterprise, especially in the growth market, which is the engine for enterprises to tap potential value. It includes: Disruptive Innovation (based on innovation of new technology or disruptive business mode), application innovation, product innovation and platform innovation.

Customers close to the region: this can make enterprises more mature in mature markets. It includes: product line extension innovation, enhanced innovation, marketing innovation and experiential innovation.

Excellent operation area: This is the transition from the closest product to the closest process. It includes: value engineering innovation, integration innovation, process innovation and value transfer innovation.

category innovation Region: sooner or later, all categories of all markets will go into recession. So you have to find assets that still have value in this market. It includes: Organic innovation (relocating internal resources to a growing category) and M & a innovation (through external resources to solve the problem of enterprise growth and renewal).

Starting from the analysis of the best practice of enterprise innovation, Jeffrey Moore points out that effective innovation must pay attention to two points: first, it matches the current market characteristics; two, it is suitable for the enterprise type of the enterprise.

From the first point of view, Jeffrey Moore clearly divided innovation management into three types of markets: growth. market Innovative management, innovative management in mature markets, and innovative management in declining markets.