The development of a new product "innovation" is on the beginning for firms who are interested in continual sales and market interaction. Customers are constantly switching to competitors due to the seemingly effortless ability to change their minds and at the click of a button go to a new experience. Marketers and CEO's alike understand the switching costs are no longer costs, they are switching thoughts - infinitesimally small costs.
An interesting place to start digging into this is with an article by the Gallup Group on Creating a Culture of Innovation. While basic, it is an excellent primer on how to begin the journey.
