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Know Your Mission: Developing Breakthrough Innovations in a Challenging World

In an increasingly harsh economic climate, it is those businesses with a clear aim and an innovative mindset that will be best equipped to succeed. By establishing a defined goal and thinking creatively about how to achieve it, companies can uncover opportunities to develop truly ground-breaking innovations. Calum Macrae at Nestlé Purina PetCare examines the value of scientific innovation in the pet food industry.