Microsoft Word bal paper with addendum doc

part of the 

DUI-mode of innovation. 

In some fields, such as pharmaceuticals and aviation, firms will engage in a systematic search for 

new ideas. This will reflect mapping of earlier attempts to develop new combinations – using 

experimental design, information technology and simulation techniques. Here the activity resulting 

in new ideas is doing research. It typically involves mapping what is already known, experimenting 

with new combinations and testing alternative ideas. A key to success is to register and codify what 

is going on so that you do not have to make the same mistake more than once. To determine what is 

a promising idea will typically take both scientific and commercial expertise. This kind of idea-

production I would refer to as