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The Four Ps of Innovation Space Model was developed by John Bessent and Joe Tidd, two professors from Exeter University in the United Kingdom. It is used to clarify how comprehensive our innovation is, focusing on four broad categories: Product, Process, Position, and Paradigm. Product innovation refers to the product or service that an organization offers, Process innovation is the way the product or service is created and delivered, Position innovation is who the product or service is offered to, and Paradigm innovation is the way the organization thinks about what it does and who it does it for. The model helps to determine how big the changes are in each of the four categories and forces the user to discuss where their innovation focus should be placed.