The 19th century has seen the production equipment advent. Industrialization was propagated through a world then fragmented in geographical areas strongly dominated by the old Europe.

The 20th century gave rise to the system production optimization and to considerations around the detection of needs for future markets. The question of the domination passed by the introduction of differentiating factors on the base and especially on the form.

Marketing tried to predict what the scientist and technical method should carry out to satisfy a targeted market.

This period has especially developed increment type innovations, although it has produced some radical ones. Meanwhile the weakness of the models of predictive marketing accentuated the standardization of solutions.

We think that the 21st century will be the century of an another kind of innovation: neither radical, nor incremental. This control will pass by the capacity to amalgamate antagonistic steps such as: Strategic Marketing and the Applied Research. The great purpose will be to predict the evolutions of markets as well as possible and to create semi-radical innovations.