Abstract:

What is innovation? How can it be researched? Semiotics views innovation as a linguistic and cultural phenomenon. It offers a chance to identify what innovation means to its users and to consumers; how they know it when they see it; how they agree on the legitimate use of that term. Moreover, semiotics encourages consideration of cultural specificity in ideas of innovation, cross-culturally and over time. This paper uses examples of innovative brands, organisations and business ideas to break down the meaning and distinguishing features of innovation, as it is practically defined in the 21st century.