Abstract Future studies are traditionally based on a top-down approach, but in consumer-led markets - where,it is subtle innovation ,features ,that make ,the difference between ,success ,and ,failure - managers,experience ,that the approach ,is counter-productive. The managers ,are expected ,to define a strategy to frame the innovation efforts, but in practice it is the emerging insights and
... [Show full abstract] innovations,from those efforts that set the base,for the development,of a strategy. Managers,need ,to fully ,acknowledge ,the power ,of emerging ,innovations ,that transcend ,the strategic,framework ,and ,proactively ,pursue ,them. ,Future ,emerging ,innovations ,can ,be fermented,and ,investigated ,using ,a bottom-up ,approach ,which ,is similar ,to the ,top-down scenario process used for strategic planning. However, the nature of the bottom-up approach is different and needs to be relevant to explore future innovations opportunities, rather than oriented towards,decision and policy making. Ananalysis,of future,trends suggest,that the bottom-up,approach,is in a favourable,position to