Are there examples of companies that have successfully identified and addressed 'Incongruity' as suggested in the book 'Innovation and Entrepreneurship'?

The theme of incongruity in "Innovation and Entrepreneurship" is highly relevant to contemporary issues and debates in business innovation. Incongruity, or the gap between what is and what should be, is often the driving force behind innovation. In the context of business, this could mean identifying areas where current products or services fall short of customer expectations or market needs. This gap represents an opportunity for improvement and innovation. In contemporary debates, this concept is often discussed in terms of disruptive innovation, where new technologies or business models challenge and change established industries.

A retail company can apply the concept of incongruity by identifying the gaps between the current state of their services or products and the ideal state as perceived by the customers. This can be done by actively seeking customer feedback, especially negative ones, to understand areas of dissatisfaction. The company can then innovate by addressing these areas, thereby closing the gap and improving the customer experience. This could involve introducing new products, improving service delivery, or even revamping the entire shopping experience to meet customer expectations.