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Novelty, in the context of a business product or service, is a strategy of new, original or innovative elements that help distinguish a company’s offerings from those of competitors. The pursuit of novelty is a strategic imperative because it has profound implications for market leadership, customer engagement and long-term growth. Innovative companies enjoy enhanced brand equity, as they are perceived as forward-thinking, dynamic, and customer-centric. This positive perception attracts both customers and top talent, fosters strategic partnerships and opens doors to new opportunities.