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The 4Ps of innovation space model was developed by John Bessant and Joe Tidd. They are two professors from Exeter University in the United Kingdom. They published the model in the book Managing Innovation – Integrating Technological, Market and Organizational Change.

The four Ps model is used to clarify how comprehensive our innovation is! The model focuses on four broad categories.

The four broad categories of innovation types are:
• The product or service – what we as an organization offer the world.
• The Process – the way we create and deliver the product or service that we are offering.
• The position – who we offer the product or service to and the story we tell about it.
• The paradigm – the way we think about what our organization does and who we do it for. The paradigm is sometimes called ”the business model”.