The Consequences of the End of Major Innovations

The end of major innovations could have originated due to the fact that it is more complicated to meet the criteria of the society 5.0, which are sustainability, inclusion, efficiency and the power of intelligence. This chapter discusses marketing philosophy as a vehicle for enhancing technology. Different marketing policies are based on the marketing philosophy. One of the consequences is the constant renewal of technology. In the face of the end of innovations and the social determinism of innovations, OECD, an innovation organization, became interested in new forms of innovation which emerged with the advent of society 5.0, that is to say, social innovation and frugal innovation. The chapter then discusses the new research in society 5.0. Further, it introduces the concept ‘design thinking’ that employs sensitivity, designer tools and methods which help interdisciplinary teams to innovate by meeting user expectation, technological feasibility and economic sustainability.