Strategic Innovation Based on Dynamic Customer Value

Strategic innovation (SI) is an important source of sustainable competitive advantage under environmental uncertainty. Supplying excellent customer value has been the key factor for SI, but the researches on the combination of SI and customer value are still in infancy. We systematically explored SI based on dynamic customer value and constructed a comprehensive model of the prerequisite, process and consequence of SI. We proposed that, SI is stimulated by and should be oriented to customer value change, and the SI processes, i.e., SI thinking process, SI formation process, SI implementation process and SI monitoring process should all be oriented to dynamic customer value. Finally, we proposed that, future researches should systematically explore the driving mechanisms and risks of SI based on dynamic customer value and take empirical studies to verify the perspectives and models.