The main objective of the inoVagri research project is to reach a better understanding of non-technical innovation in Swiss Agriculture. For this purpose a diversified case study was carried out. It enabled the analysis of innovative activities such as new organisational forms, new marketing models, vertical integration of the value-added chain and new forms of cooperation. SWOT analysis and 'grounded theory' were used as survey instruments. The study shows that the activities described above are typical process innovations, and that they were applied by the farms for the first time. Therefore the use of the innovations involved uncertainties in planning, lack of experience and unknown risks. The desired result of the innovation process is the realisation of a business advantage. The advantage may be of monetary (added value) or nonmonetary utility (social rise). The study identified strong similarities to the marketing-model by Kotler. Based on this model, the article describes the typical attributes of innovative activities in Swiss Agriculture.