The type of innovation in the customer intimacy zone that uses the strategy of improving existing products in existing markets by modifying a single dimension to reawaken customer interest in increasingly commoditized categories is called Line-extension Innovation. Line-extension innovation involves making minor changes or improvements to existing products to rekindle interest and boost sales without fundamentally changing the product. This approach is common in mature markets where products have become commoditized and differentiation is challenging
. In summary:
- Line-extension Innovation modifies a single dimension of an existing product.
- It targets existing markets with existing products.
- Its goal is to reawaken customer interest in commoditized product categories.
- It fits within the customer intimacy zone by deepening relationships through tailored improvements
