The value‐added analysis: A Seventh pathway to marketing innovation Available to Purchase

The desired result of all strategic marketing efforts is to obtain a sustainable competitive advantage for the business. To do so, many strategists now agree that the firm must continuously strive for both relative low cost position of products and services as well as a position of relative differentiation from the competition. To achieve those ends, firms must engage in both process and product innovation. Indeed, research indicates that leads obtained from product innovations are not sustainable for very long without accompanying process innovations. Process, then, is a key component of marketing innovation.