1. Internal innovation and dialog had always been a big part of Coloplast's way of doing business. This has over time resulted in a number of improvements to existing products and thus caused the company to be labeled as the "king of constant improvements."
a. What measures were taken to avoid the "not invented here" syndrome and to be more open to external product ideas?
b. What was the role of middle management during the expansion of R&D to include external sources of innovation and connect to internal R&D?
c. What has become a key competitive advantage for Coloplast? How can such a competitive advantage back?re?