Nowadays, companies are operating in an environment that is characterized by ongoing and complex changes. One reason for that is the evolution of industries. This puts innovative capabilities in a central position. When trying to do something new it is mainly incumbent firms struggling to find the right balance between efficiency and creativity which generally requires conflictive capabilities.
In this work the case of an incumbent firm is examined. Geveko Group being one of the European leaders in the road marking business today has identified Intelligent Transport Systems (ITS) as an...