At What Point in the Typical S-Curve Pattern of Innovation

Multiple Choice

At what point in the typical S-curve pattern of innovation is a company likely to be when significant improvements in performance can be gained only through radical new designs or new performance-enhancing materials?

A) It is at its break-even point. 
B) It is at the problem identification stage of the innovation cycle. 
C) It is at the end of the innovation cycle. 
D) It is at either the beginning or end of the innovation cycle.