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3M, is a company whose name is synonymous with innovation. 3M has three approaches to a new product development: projects which are spearheaded by employees and are not overseen by management; traditional development, in which business managers and researchers work together to create new products or improve existing ones; and pacing programs, which consist of a small number of products and technologies the company thinks will produce substantial profits fast and are thus given extra attention and resources. The process works, 3M has achieved its goal of getting 30 percent of sales from products less than four years also consistently that is considering raising the bar.

3M culture supports innovation and risk taking to come up with new ideas and new products. At 3M, innovation is a primary goal supported by top management and spread throughout the organization. Managers also recognize the importance of staying in touch with customers. Strong cross-functional coordination and communication helps identify customer needs, turn new ideas into new products, and get them to the marketplace fast (DiSimone, 1995; Stewart, 1996).

What is innovative about Starbucks ? It is innovative because it gets you to think about more than just coffee. Starbucks has made coffee a side item to its main offering; the store is a destination. It has translated the purchase of coffee into a place to go to read, relax, hang out, a destination unto itself where items like Starbucks only music CD specials can be marketed and sold. You may think you go to Starbucks just to get coffee but you really go because the brand of Starbucks is in your brain.

British Petroleum is doing the same thing as Starbucks to its gas stations. They are trying to transform the gas station more than a place to get gas. They are opening Wild Bean Cafe where you can pick up snacks. They are trying to make it a destination (Anon., 2006).

There have been many technological inventions in order to make air flights more efficient. Southwest Airlines presents the business model which focuses on how to efficiently use the capital assets and reduce the total costs. With this cost advantage, Southwest airlines could expand the air travel market. It operated one type of aircraft on a system and had no assigned seats. The flight attendants together with the flight crew helped to clean up the cabin after every flight. Virgin Atlantic distinguishes itself by offering a differentiated and attractive experience. Virgin offers a fun and lively experience by providing complimentary massages and manicures services on the board, a bar in the sky and a wide range of entertainment pleasantries. Furthermore, Virgin extends the quality throughout the total travel time to include transit to the airport as well as in their airport lounges. In particular, Virgin's lounge at Heathrow airport is so popular that passengers show up hours before departure just to spend some time there. Singapore Airlines emphasizes the highest quality service at every interaction with the customer. Flying with them is like being in a five-star hotel in the sky. These companies do not compete with each other but they provide to their customers the last best experience they have ever had and they are good at exceeding it (Hemeter and Hutchins, 2011).

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