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Before the launch, the internet was buzzing with speculation about what the new computer was for. Sold without a monitor, mouse, or keyboard, the Mini was a minimalist aluminum box, six inches square and two inches tall. It left everything up to the imagination - which is precisely what Apple had in mind.

Downplaying its PC capability, Apple's marketers emphasized the Mini's many other uses: -

Apple didn't affiliate the product with a specific alternative category. It simply suggested that it was not a PC - a strategy that not only disassociates the Mini from other low-priced, commoditized PCs, but leaves future marketing options wide open.

In this way, Apple marketed this product and later on this innovated marketing strategy paid off well and it was a hit.

Where Innovation Stand in the Corporate Hierachy

Now looking at the competitive scenario, innovation has become one of the most important aspects of many organizations. Basically companies should follow this hierarchy depending on their products or services they produce/provide to gain that competitive edge over peers through this flow chart: -

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* Contributed by: -
Sampad Kr. Swain,
Currently pursuing MBA from ICFAI Business School, Hyderabad.