FormerlyDoS, exactly my point and I find sometimes that Innovation is often (only) associated with developing new technologies. For this particular industry in question, the aviation industry, the equivalent would be first to market with new aircraft or first to market with a new Business or First offer. There are other innovations to be had as well.
Going back to Dell; once the market shifted to portable computing, the supply chains moved to China from near-shore. The full advantage of Build to Order (BTO) or Configure to Order (CTO) was completely dissolved as the three major OEMs/ODMs (ComPAL, FoxConn and Quantal) were delivering to all brands and the true differentiation came from Intel and Microsoft.