mohammad reza atefi - faculty of industrial engineering department azad islamic university (AIU), south tehran branch

Managers are under intense prssure to create value. Most recognize that there are natural limits to value creation through efficiency in existing operations. Efficiencies must be coupled with innovation and new business development internally generated profitable growth is at a premium However even the best firms have had difficulty with innovation-led growth and creating new marlets managers need a new and radically different approach to re-ignite the growth and innovative capabilities of their firms In this article first I discuss an emerging approach to innovation called experience innovation that is replete with new opportunities But seeing these innovation opportunities will require framing and practicing innovation in a way that is radically different from what we have done in the past.

Co-creation experience, IT architecture , Innovation.