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Invention and innovation: An introduction
Invention and innovation: An introduction

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10.7.3 Opportunist

Some companies have an opportunist strategy and aim to identify new market opportunities, needs and demands. Rather than developing new products though, the inventiveness of such companies lies in finding new outlets for existing products. UK examples include Sock Shop and Tie Rack from the 1980s, and more recently the small companies that have made a profit selling a variety of ring tones for mobile phones.