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To make innovation work, you must pull the right levers

Knowing how to "rewire" the value network by changing the supply chain or the revenue, cost and margin model can be very effective in generating and implementing new profitable solutions.

Non-customers can also be of value, as illustrated by the development of Tata Motors' Nano car in India (above) - an outcome of a business model whose conception was fuelled by the desire to meet the needs of the many road users who ride two-wheelers.

THE task of making innovation work can be overwhelming due to insufficient value creation know-how or confusion about the right innovation levers that need to be pulled in order to come up with new ways of selling and delivering value to customers.

While mastering innovation is certainly...

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