At Timberland, innovation was ingrained in the company’s system that heavily influenced the way it operated. Around 2005 the company’s CEO Jeff Swartz and COO Ken Pucker firmly believed that their Invention Factory (advanced concept lab) would be able to design revolutionized products, which will help in reviving the company’s core value of Innovation. Since history the company had been on a competitive edge. Around 1960s it developed the first waterproof boot, and then again in the 1980s when it built category-defining boat shoes and day hiking boots. They had successfully managed to survive to more than 30 years by entering into the apparel and creating regular variation in their core products. For the past six years the company had experienced tremendous growth due to their increased international sales and entrance into new customer segments. As time goes by the company has held high hopes on a bio-mechanic Doug Clark, and his Invention Factory team in an expectation that they would bring about a scientific stream of products and ideas. The team still has to convince the traditional business men to welcome their new ideas in order to progress in the future.
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