Sustaining Innovation

Sustaining innovation refers to improvements made to existing products or services to enhance their performance, efficiency, or user experience. Rather than creating entirely new concepts, this type of innovation focuses on refining and upgrading what already exists. For example, upgrading a smartphone's camera or improving battery life are sustaining innovations. These innovations help companies stay competitive and meet evolving customer needs, ensuring that they continue to offer valuable solutions in the market without drastically changing their overall business model.