Is your company ready for the fifth-generation innovation process? This research explores the growing complexity and rapid technological change driving firms to forge new alliances and respond more efficiently to market demands. The initial summary is designed to pique interest, focusing on the transformation of innovation processes. The paper investigates how leading-edge innovators are adopting elements of the fifth-generation (5G) **innovation** process. This involves strategically directed integration with external agencies and the adoption of sophisticated electronic toolkits in design and development activities. The paper also describes this process. These developments signal a shift towards more collaborative and technologically advanced approaches to **innovation**. By understanding and implementing elements of the 5G innovation process, companies can enhance their ability to adapt to market changes and maintain a competitive edge in today's dynamic business environment.
As a journal focused on forward-thinking marketing strategies, the International Marketing Review is an appropriate venue for this paper. The research contributes to the journal's focus on innovation and market adaptation by exploring the emerging fifth-generation innovation process. This aligns with the journal’s scope of providing insights into cutting-edge developments in marketing and business strategy.