Companies encourage advancements in technology and services, usually by investing in research and development (R&D) activities. Even though the R&D may be carried out by a range of different experts from varied fields of research, the development process is often based on common principles and strategies to identify the direction of development. This methodology structures the R&D of new

• Act of insight

• Adaptation

• Technology transfer

• Analogy

• Chance

• Technology push

• Market pull

• Design contexts where each strategy has been applied

Innovation should always occur in context and a deep understanding of the culture as well as the behaviours, needs and wants of the consumer is required.