Everybody wants the next breakthrough innovation, but nobody wants to ‘bet the farm’ when so much is in flux. As a result, manufacturers are shifting their innovation focus towards making smart investments into a handful of technologies and working with new partners to drive new ideas and efficiencies.
Finding the right investments and the right models will not be easy. Sustaining innovation will be even harder. This year’s GMO data suggests that manufacturers can likely expect to see increasing competition for innovation and greater pressure on their innovation models as new technologies and new approaches emerge.