Puratos: The Only Way Forward: Innovation As A Business Strategy

Consumers set high standards. They are always on the look-out for the right product offer in the right circumstances. It's challenging for the industry to meet these demands, now and in the future. To Puratos, innovation is not an ad hoc activity: it is something that is integrated in the total business strategy, and works across all departments and disciplines. “To meet the future expectations of consumers, we invest 2,5% of our total revenue in R&D — an unprecedented amount in our sector." Filip Arnaut, R&D director at Puratos explains how long-term innovation is structured in the day-to-day business of Puratos.

Disruptive innovation
"Innovation can be incremental or disruptive, but to be successful as a company you need to focus on both. Incremental innovations are those that build on existing insights and technologies. Disruptive innovations, on the other hand, are, by definition, new. Some typical elements of this type of innovation is an enormous speed of change, and that it is generally started by new technology that has not yet been defined.”

"There are lots of small businesses that are experimenting and trying to define such new technologies. At that moment it is often not yet clear how this new technology will be of added value to Puratos. This is a tricky stage. As so many people and businesses are working on it, development goes exponentially fast. At Puratos, it is crucial that we constantly monitor that going on around us so that we are well informed and able to pick up the signs of accelerated development."

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