The 4 Ps of innovation (Product, process, position, paradigm) are the four broad categories, which provide a framework for organizations to map the innovation space that is available to their organization. An example of a product that has gone through a major innovative change is razors. Dollar Shave Club (DSC) is a start-up company that has revolutionized the way their razors are being marketed and sold. DSC used position innovation when they choose to introduce their razors via a YouTube marketing campaign which helped drive traffic and activation to their user friendly website. Additionally DSC used process innovation when they changed they way their products are delivered. No longer do customers have to go to the store to find their
