This document discusses innovation versus imitation and provides examples. It summarizes that: 1) Innovation finds unmet needs in the market and creates new markets, while imitation copies what already exists. 2) Examples are given showing how innovation at companies like Facebook, Amazon, and Starbucks has led to economic growth, meeting customer needs, and setting trends and culture. 3) Apple is highlighted as a company that drives innovation through creating new markets, meeting economic and customer needs, and influencing trends and culture.

1. Innovation > Imitation

2. Innovation 이란
Innovation이란 현재 존재하는
채워지지 않은 요구(필요)를 찾아
새로운 시장을 개척하는 행위.

3. Innovation > Imitation
Unmet
Economic Trend &
Needs Apple
Growth Culture
Recognition
3

4. Economic Growth
Facebook
• Job creation : 3,445,644 jobs
• Job value: 12.19 billion  15.71 billion to US economy (Facebook app)

5. Unmet Needs Recognition
Amazon
Without Recommendation Technology Amazon Recommendation Technology
New
New Value Company Value
Customer Company Customer
Creation Creation
• The click-through and conversion rates • Uses its specific E-commerce algorithm to
exceed those of untargeted content such match recommendations (Item to Item
as banner advertisements and top-seller Collaborative Filtering)
lists • Personalize the online store for each
• Industry average conversion rate is 1.5% customer
to 4.5% • Amazon average conversion rate is 9%

6. Culture & Trend
Starbucks
…America’s “third place.” …,
a place where they could go to relax and enjoy others,
a place that would be separate from home or work,
Source: Harvard Business Review “Starbucks: Delivering Customer Service,” Youngme
Moon & John Quelch

8. Wrap Up _ Apple
Economic Growth
Consciousness
Trend and Culture creation

9. What’s Your Message?
Thank You