The Great Mistake of "Innovation - Marketing Articles by Lindberg Revoredo (lindbergrevoredo@yahoo.com.br) Marketing consuktant and writer of HSM Management Brazil - The great misconception of innovation and its concept, what is the incentive to create random, constant and uninterrupted "new products", of "news", whatever they are, as a remedy for the survival of companies in these new crazy times competition. As if the consumer lived in search of mere "news" and not objective solution to their most important desires and needs.

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