Sustaining Innovation Strategy

Sustaining Innovation Strategy refers to the efforts companies make to improve their existing products and services to meet the needs of their current customers better. This strategy focuses on incremental advancements—like enhancing features, improving quality, or lowering costs—rather than creating entirely new markets. It's about taking what already works and making it even better, ensuring that the business remains competitive and continues to grow within its established framework, while still keeping customer satisfaction at the forefront. Ultimately, it ensures long-term success by adapting to changing customer preferences without losing the essence of what the company offers.