Sustaining innovation meaning

Irrespective of the greatness of the idea, once an Innovation enters the market, it starts experiencing a harsh reality. The willingness to pay keeps drifting downward. The main reason is the response of the competition in the form of replication, imitation, innovation, and also substitution. To sustain the market position, innovators are required to keep releasing successive better versions.  Often these better versions unfold as a collection of incremental innovations. This is sustaining innovation.  Or, it could be said as the innovation sustaining strategy through bursts of incremental innovations, which keep unfolding as successive versions.