“…Innovation is a complex concept (Roehrich, 2004;Trott, 2012) that is difficult to define (Tellis et al, 2009), however, for the purposes of this paper it will be taken to be "…the management of all the activities involved in the process of idea generation, technology development, manufacturing and marketing of a new, or improved, product or service" (adapted from Trott, 2012, p15). Innovation is an essential activity if an organisation is to adapt and evolve in response to change in its business and competitive environments (Trott, 2012).…”