What is Doblin's innovation model?

Doblin's model structures innovation into ten types ranging from business models and partnerships to customer experiences and product development. The model shows that companies that master combining multiple types of innovation have a greater chance of long-term success. Here is a brief overview of the ten types of innovation:

1. Business model: How the company generates revenue.

2. Networking: How partnerships and collaboration are optimized.

3. Structure: How resources, including employees and processes, are organized.

4. Process: How internal processes are improved to deliver more value.

5. Product performance: Innovation in the product or service itself.

6. Product system: How products and services work together.

7. Service: How support and service functions are improved to support the product.

8. Channel: How the products are distributed and reach the customer.

9. Brand: How the brand creates value and differentiates itself in the market.

10. Engagement: How the company interacts with and engages its customers.

The relevance of Doblin's model in the Norwegian market

Norway is a market characterized by a strong digital presence, sustainable values and technological innovation, which makes Doblin’s model highly relevant. Norwegian consumers are both knowledgeable and technology-savvy, and they have high demands for innovation – both in terms of product quality and sustainable solutions. This means that companies must innovate across multiple areas, not just product development, but also how they deliver services, brand themselves and create engagement.

Business model and network

Innovation in business models has become crucial for competitiveness in sectors such as e-commerce and technology. Prisjakt.no shows that more than half of all purchases in the first quarter of 2024 are influenced by promotions and discounts, which underlines the importance of flexible pricing models and incentives. At the same time, strong partnerships, such as those between companies and logistics providers such as Posten Norge, are essential to meet the market's demands for fast and efficient delivery.

Process and structure

For Norwegian companies looking to compete globally, process innovation is a critical area. Automation and artificial intelligence have already helped streamline customer interactions and sales processes. Furthermore, we are seeing an increasing use of agile working methods and interdisciplinary teams, which gives companies a better ability to adapt quickly to market changes.

Product innovation

In the Norwegian market, consumers are not only interested in technological products, but also in sustainable solutions. For example, the demand for products with a strong environmental profile is significant, and companies that successfully combine sustainability with technological innovation will have a clear competitive advantage. We are also seeing an increase in holistic solutions that integrate multiple products – such as smart home technologies that connect multiple systems to improve the user experience.

Engagement and brand

In the Norwegian market, digital customer loyalty has become a core component of building lasting customer relationships. Schibsted’s research shows that Norwegian consumers value personalized communication, and companies that deliver this through digital channels can achieve higher customer loyalty and conversion. The use of mobile technology to engage consumers has grown in line with the increasing digitalization of society.

Practical examples of Doblin's model in Norway

Several Norwegian companies have demonstrated how Doblin's model can be used to drive success through combinations of innovation types. For example, Helly Hansen has developed sustainable products (product performance) while simultaneously strengthening its network by collaborating with influencers and sports organizers. Komplett.no , in turn, has improved its delivery model by innovating at the channel level, which has given them a significant advantage in a competitive market.

Is Doblin's model still relevant?

In a time when the market is changing faster than ever, one might ask: Are Doblin’s ten types of innovation too cumbersome for the Norwegian market, or is it precisely the structured framework we need to navigate a chaotic future? Some critics might argue that the model is too academic and rigid in a world where consumer loyalties shift as quickly as social media trends. But the reality is that companies that do not embrace a holistic approach to innovation risk disappearing – quickly.

Doblin's innovation model is not just a theoretical construct, but a survival strategy for companies that want to do more than survive. It is a guide for those who want to lead the market. If your company has not yet implemented at least five of the ten types of innovation, it is time to ask the important question: Are we ready for the future? Are we equipped to meet the demands of tomorrow, or will we be overtaken by competitors who are not only capturing attention, but also building brands that stand firm in the landscape of the future?

The fact is that this is not the time for caution. The Norwegian market is mature, but brutally competitive. Only the most innovative – those who dare to combine radical product development with deep branding and genuine engagement – will be able to attract and retain the increasingly fragmented consumer. The future belongs to those who dare to experiment with both business models, processes and customer experiences.