ABSTRACT
The third major phase in the evolution of organizations’ capability to deliver competitive, value adding and sustainable new ideas came into place in the final few years of the twentieth century. As the ability to use flexible supply chains, global branding and cross-cultural teams became the norm for many organizations, the two key differentiators that came into play in this were focus and integration – focus in terms of the customer and how to deliver an idea; integration, in terms of sharing information, skills, technologies and effort.
