Innovation types

Many business books attempt to describe innovation by type and degree. In terms of type, you will often see product, process, service, and business model. Recently, however, there is a tendency to break these types into smaller and smaller elements. There is an interesting article in Businessweek. In this piece, Doblin, an innovation consultant, suggests that there are "at least 10 types" of innovation. So there are more? What are they? I guess what they really mean here is that there are as many "types" of innovation as there are parts of a business. This also suggests that there are more people involved in innovation than just the guys in R&D -- this is especially true for services.

Makes me think of an article I read about marketing: "as marketing becomes more important, marketing departments are getting smaller."