- Product innovation: creating or developing new and existing products.
- Process innovation: changing the ways in which production or delivery occurs.
- Positioning innovation: changing the context of a product by repositioning it.
- Paradigm innovation: most radical method, changes the nature of a market
(e.g., How e-commerce revolutionised the shopping industry).
Adaptive creativity altering and modifying something that already exists.
E.g., when Apple comes out with a newer model of one of their iPhones.
Innovative creativity creating something new.
E.g., if Apple to were release a range of cars.
