Innocent Drinks Company.

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Introduction Innovation is a strategy that most businesses employ to accelerate their performance. The strategy may call for forming partnerships with other organizations, to strengthen performance. Another reason for innovation is to ensure a sense of continuity of the organization in the business world. It also promotes ownership among customers and longevity of suppliers. With the changing times of technology and tastes for products, a company should strive to stay ahead of its competitors. One of the benefits of forming partnerships with a gigantic company is the attraction of consumers from a larger field (Brown 2002, ). This extends consumer loyalty for the known company to the upcoming one. This case study...