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What is dynamically continuous innovation?

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Dynamically continuous innovation revolves around changing technology even though the use of the basic product does not change, according to the University of Southern California. An example of this is the airplane: the basic technique of flight has not changed even though the technology of flying evolved from propellers to jets during the 20th Century.

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Dynamically continuous innovation requires one of two factors. First is a major change in one area of behavior that is relatively unimportant to the consumer. The other is a minor alteration in an area of behavior that is vitally important to an individual.

Some pertinent examples of dynamically continuous products include hybrid or genetically modified crops, cellular telephones and shopping over the Internet. McGraw-Hill states the fundamental ways these aspects of society remain the same yet the method by which consumers participate in these activities has changed over time. How corn grows does not change, but hybrid varieties can benefit farmers and consumers by withstanding droughts and fighting off insects. Shopping involves an exchange of money for a product but consumer habits have changed to include Internet shopping instead of going to a physical store.

There are three main types of product innovation, including dynamically continuous innovation. Continuous innovation includes slight changes in technology over time within a product such as an automobile. Discontinuous innovation completely changes how consumers behave much like how facsimile machines and photocopiers replaced mail and mimeograph machines.

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