Study on innovation method for responding to changes in recent market environment

Abstract

Recent years, various types of markets are matured, commoditized, and digitized, under this condition business environment is changing. Hence many enterprises cannot deal with these changes by traditional ways of value creation, it is becoming difficult to create value. Then, it becomes difficult for enterprises to establish sustainable competitive advantage. This research, focuses on open innovation which is one of the effective innovation concept, and considers methods for establishment of sustainable competitive advantage for the market condition changes. Therefore this research, considers new value itself and also value creation methods for adapting current market condition changes.