ARTICLES

Innovation is the industrial religion of the early 21^st century. Hewlett-Packard commands us to Innovate! while SAP Makes Innovation Happen. The United States' National Innovation Initiative believes that innovation is the single most important factor in determining America’s success through the 21st century, while the European Union's doctrine is to increase the level of innovation to become the most competitive and dynamic knowledge-based economy.

Why do we see this surge in innovation belief? Is this just hollow branding? Does the Innovation-hype replace the Internet-hype of a few years ago? Our answer is that clearly there is some hype, however innovation is changing in several dramatic ways which require a new understanding, a written expression, and a list of do's and don'ts. The changes are dramatic due to their breadth and consequences – what innovation is, who innovates, how innovation is achieved – are all changing and expanding.

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