The power of defensive innovation through turning headwinds into opportunities

Global cosmetics brand Estée Lauder explains the concept of defensive innovation and how it led to its creation of a six-step approach to supporting businesses in becoming risk-ready.

Introduction: Riders on the storm

It is time to STOP being so optimistic when it comes to innovation.

Yes. You read that correctly, and it is painful to say aloud.

So, let us explain the thinking and reason for creating a new lens with which to support the global innovation function.

We know that, in order to stay relevant, global businesses need to innovate. However, we also recognise that many large global corporates lack the agility to respond proactively to opportunities at the speed required to make an impact, or to outplay entrepreneurial start-ups. It is, therefore,...

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