imagine you are designing a new app for your toothpaste company which will allow customers to select their ideal toothpaste with a few survey questions, please describe your companies innovation system, What does your company innovation system look like? Will you use "mostly classic" or "mostly modern" innovation management? What is your company capable of? Nonsystematic versus Systematic Innovation as exception versus Innovation as day-to- day business Innovation as business of R&D versus Innovation as everybody's business Innovation projects targeting breakthroughs versus Targeting extending current business Few, large innovation projects versus Many small innovation projects Innovation carefully planned versus Emergent result of experiments Which generic innovation generation do you adopt and why? A technology push model, a market pull model, an interactive model, or open innovation