After the decade-old debate between demand-pull and technology-push perspectives, demand seems to have fallen out of fashion. In this paper two models are proposed on the determinants of general innovative activities and on the market impact of product innovations. The models combine the supply and demand engines of innovation, and qualify the type of innovative efforts, distinguishing between those oriented towards cost reductions or towards technological competitiveness. The models are tested at the industry level for 22 manufacturing sectors and 17 services sectors in six European countries. The results show that efforts at technological competitiveness, product oriented strategies and the growth of household consumption and export are the key determinants of innovation and performances.