This is the case of Rain-X Wipers. In professor Lacey's Management of Innovation course you'll learn about recombinant innovation (and a whole lot more). Rain-X Wipers might be the epitome... or might not even qualify. You be the judge.
What do you think of when you hear "Rain-X"? Maybe water whisked off the windshield, clear view of the road, almost magical results. Wow, pretty powerful brand identity. I wonder what we else we could do with it? Well, so did others at Shell. They looked for other products where people would value magical results for whisking water away and, no big surprise here, came up with the logical next step of a super-duper wiper blade. This begs the question: is it recombinant innovation to spread these feelings, this brand itentiy across other products? From an academic perspective I'm not sure, but that's how the Rain-X Wiper was born.
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