1. Models of innovation How we see innovation Determines what we do to encourage it... And our impact on the business

2. First generation (linear) model or Technology push If innovation is seen as...the result of a linear process which channels R&D to the marketplace. What we do... fund more scientific understanding R&D The result is... scientific results and technologies which fail to meet user needs, innovations which fail to harness scientific and technological developments outside the disciplinary/firm boundary

3. Technology push

4. market pull model (also linear) If innovation is seen as... the result of activities which 'pull' market needs from the R&D laboratory. We... fund more market understanding activities: do more market research on consumer needs The result can be... relatively poor capabilities in science and technology, which discourage innovation, innovations which fail to meet future needs.

5. Market pull

6. Coupling model Innovation is... the result of technology push/market pull combinations with feedback loops. R&D and marketing are more in balance. Encourage 2-way interaction between R&D and marketing Innovations which fail to harness scientific and technological developments outside the disciplinary/firm boundary, innovations which fail to meet future needs, or the current needs of those who do not participate in the R&D/marketing interactions.

7. Coupling model

8. Fourth and fifth generation systems integration models a multi-factor process which requires high levels of integration at both intra- and inter-firm levels (customers, suppliers) and which is increasingly facilitated by IT-based networking.

9. Fourth and fifth generation systems integration models

10. Although the models appear to be becoming more complex as we move down the table, they all still invoke the same basic process framework.