Breakthrough Innovation Without Breakthrough Technology-A Case Study of Snickers Workwear

Abstract: Innovation is a controversial term that has been the object of considerable academic study. The technical view of innovation, widely known as 'the better mousetrap', has long dominated the innovation literature. Beyond any doubt, technology has spurred economic growth and economic growth has in its turn made it possible for technology to develop further. Technological innovation, however, cannot explain the success of brands such as Marlboro or Corona that from a technological perspective are me-too products as compared to competition. To supplement this view, Holt and Cameron recently suggested another kind of innovation: the cultural innovation. The present thesis investigates the nature of the cultural innovation process and compares the two processes in terms of activities, tools, competences and associated costs. The two kinds of innovation processes have been studied through a case study of the Swedish company Snickers Workwear. Results show that the two processes are quite similar in terms of activities inherent in the process, although their importance varies according to the innovation type. Tools and competences required are in addition similar, thus, implying that the two kinds of innovation are not self-excluding but can be used alternatively.