Innovation and Profitability
Sunday, March 29th, 2009Note: This is a repost from my www.kitetail.com site.
The profitability equation is quite simple: when a firm’s revenue from selling its product or service is greater than the cost of offering it, then it is concluded that the firm is profitable on that given offering.
Profits = Revenues – Cost
If we further analyze this simple equation, then we recognize that the revenues are a function of the quantity of a product or service sold at a price that the customer is willing to pay. This price is chosen based on the attractiveness of that product or service to the customer, i.e. its attributes. On the other hand, the cost is also a function of product’s attributes and the quantity it is produced at. For profitability, the ultimate goal of a firm is to offer products with differentiated attributes that customers are willing to pay high prices for, while keeping costs low and competitors out.
What does that mean for your innovation? Innovation is about implementation of a new idea for the purpose of creating value: value for the firm, and value for the consumer. Innovations come in many forms, and the research on innovation and innovation types can be quite confusing, as each author has his/her perspective and terminology. Unfortunately, this is further exacerbated by the fact that innovation has become the latest buzzword or Holy Grail for firms as they look for growth.


