Companies like Coca Cola, Toyota and Ikea all fit into this category and also there are examples of companies that have failed to lay new eggs in their baskets. Also farmaceutical companies with patents that last typically 15-20 years have a build-in expiry-date of their present income.
Key focus
It is one of DI's key focus areas towards its members to help with understanding, working with and have a strategy for their innovation and product development with design as one of the topics. We supply tools, knowledge, models and networks that supports this focus.