Product 2: FEVER-TREE REFRESHINGLY LIGHT INDIAN TONIC WATER is made using the finest naturally sourced ingredients and contains no artificial sweeteners or colours. It is a blend of subtle botanical flavours with spring water and the highest-quality quinine which gives it the distinctively clean, crisp character of Indian Tonic Water, but lower in calories. Faunce TA (2006). "Global intellectual property protection of 'innovative' pharmaceuticals: Challenges for bioethics and health law in B Bennett and G Tomossy" (PDF). Law.anu.edu.au. Globalization and Health Springer. Archived from the original (PDF) on 14 April 2011 . Retrieved 18 June 2009.

Make analogies to other industries: A team might create a list of companies with unique value propositions. Then, they systematically apply these value propositions to their ideas to see if the analogy can create new sources of value or fresh opportunities. In 2020, homes transformed into all-in-one offices, gyms, daycares, classrooms, vacation destinations and restaurants as people's lives became confined to their residences. As a result, people noticed just how important their home environment is to their mental and emotional wellbeing, say Jing Liu and Florian Idenburg, the founding partners of SO–IL, an architecture and design firm.

Gordon, Robert J. (2012). "Is U.S. Economic Growth Over? Faltering Innovation Confronts the Six Headwinds". NBER Working Paper No. 18315. doi: 10.3386/w18315. Blok, Vincent; Lemmens, Pieter (2015), "The Emerging Concept of Responsible Innovation. Three Reasons Why It is Questionable and Calls for a Radical Transformation of the Concept of Innovation", Responsible Innovation 2, Cham: Springer International Publishing, pp.19–35, doi: 10.1007/978-3-319-17308-5_2, ISBN 978-3-319-17307-8

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