Some leading companies, like Apple, believe in innovation first. Others still depend on developing products and services that match customer's needs. In my opinion, companies should be both proactive and reactive when it comes to market innovation.
yes,you are right,but i think this will be a very difficult issues to company how to deal with regarding to the un expected change in the needs and expectation of the customers and at the same time how you can let them to be satisfied with your innovation.
