.2..15, 2010

HIGHLIGHTS

Abstract:Most of researches on innovation issues in academic world are focusing on technological innovation.No matter technology-driven innovation or demand-driven innovation,they all have their own defects.For enterprises,equity of innovation and value-added capital are the important approach to acquire revenue of innovation and they are necessary condition of self-determine innovation.The future orientation of enterprises is self-determine innovation based on sustaining competitive strategy.What the enterprises need is systematic innovation capability.So enterprises should consider not only the internal condition and external market but the competitive situation of rivals comprehensively.

Keywords:Self-determine Innovation; Innovative Revenue; Brand Management