Abstract:

This paper investigates local and global companies and their abilities to create balanced innovation portfolios throughout the main three types of innovations (core, contiguous, breakthroughs) comparing developed and developing countries, as well as different categories of products and manufacturers. This analysis is done via the Ipsos InnoQuest Archetypes tool which is an algorithm that helps classify new ideas and concepts into different personality types. This is then used to describe what happens in the LATAM region, and also uncovers ways and implications in which researchers and marketing professionals together can finally help drive bigger and bolder innovations in the region.