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Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Otago (Marketing Department), language: English, abstract: "Radical innovation is innovation that has the power to change customer expectations, alter industry economics and redefine the basis for competitive advantage." – Gary Hamel, in 'Leading the Revolution' 1.Introduction Companies have always tried to create and capitalize on competitive advantages, ensuring profitability and long term survival. Due to the increasing competition in most markets, mainly caused by globalization, liberalisation and better information of the customers, the need to gain advantages in competition is now more essential than ever. Relevant to the quotation above, this essay discusses the proposition of GARY HAMEL that innovation is the key to achieve this goal. Additionally the links between innovation and competitive advantage are examined.