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 						  e.g. customer support
 					- ### Models of Innovation
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 					  Innovation can follow different models, such as: #flashcard
 						- Linear model: involves a sequential process of research, development, and commercialization.
+							- Technology push
+							- Market pull
+							- Universities & industry liaison
 						- Cyclical model: involves a continuous process of feedback and iteration.
 						- Open innovation: involves collaborating with external partners to develop new products or services.
 					- ### Characteristics of Innovative Companies