10:

if it’s new, it’s great: innovation and entrepreneurship

INTRODUCTION

If you visit a favourite American supermarket about six months after the last trip, you are likely to feel confused and amazed at the same time. Not only will most of the aisles have been moved, but the number of new and updated products on the shelves will be significant, not to mention those that are no longer even there.

Innovations of the most subtle kind assault your senses while pushing your shopping trolley around the store: why do I smell chocolate when I pull the dry cake mix off the shelf? Is it the scent-strip laid down under the row of boxes on the shelf surrounding me with nanocapsules to deliver a true chocolate sensory experience? Why are the little ...

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