text: can big companies innovate? or is it just fine for them to just iterate?   generally, business has to innovate. that's where the differentiators are established--and if you don't have an edge, then you don't have a viable model for sustaining growth.  iteration may play a lead role in their r&d process, but markets are so flexible and fluid that true market share, and loyalty will be captured by the innovators for the longer horizon.