... supermarket formulas, or by customer segment? Next to the advantage of making observations in a real life situation, field research also has its limitations as a result of the difficulty to control for unobserved factors, and the complexity of the observed reality. To develop an in‐depth understanding...

... of these. In a pragmatic fashion it is possible to identify types of innovation as a function of their objectives. The following types of innovation(not to be confused with types of innovation process) are observable in insurance companies (and frequently in banks too). Field research Industry Innovation...