Encouraging innovation activity: in the specific context of smalland medium-sized retailers

This paper aims at formalizing an innovation process well suited for small- and
medium-sized enterprises (SMEs) specialized in retail. The design research consisted
in analyzing conceptual models of innovation process from the literature and adapting
it to the specific context. Indeed, the research issue deals with encouraging innovation
activity in the context of small- and medium-sized retailers that have not yet integrated
an intern design department. In the actual financial context, it is essential for SMEs to
innovate in order to gain competitive advantage; but how to start a sized innovation
activity? The undertaken research results in a plan that sets up a sized innovation
activity gradually with a methodology conducting to repeated and regular new product
development. Supported with international literature research, the paper contributes to
the proposal of an innovation process meeting the two following requirements:
. a retailer lacking knowledge in innovation activity and
. an SME with limited financial means.
From the industrial case studies that have been undertaken, an adapted process has been
developed to ensure the success of innovation activity integration in this specific context.