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Conclusion: Innovation is a growing key competency for organisations in the public sector and seemingly an imperative for the commercial and not-for-profit sectors to grow or maintain market share and relevance in a continuously dynamic marketplace. Although innovation is included in nearly all current strategic plans, both business and technology, organisations still struggle to actually adopt innovation in practice. Only by recognising how not to innovate can organisations ensure that change to their actions and behaviours supports innovation and does not kill it.

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