Adjustable-rate mortgages. Zero calorie colas. Television webisodes! Even in tough times, companies maintain a healthy slate of new products and ideas by creating new markets or boosting market share in existing segments. But is every new product or service offered to customers an innovation? In this article, Dr. Gaurav Bhalla, with over 30 years of global experience in the fields of strategy, innovation, and marketing shares his thoughts on the subject of innovation.