Abstract
In a rapidly changing environment, the risk for an industry having reached maturity is to only apply knowledge and technology progress to rationalize what already exists, and thus to fall into the downsizing spiral. Rigorous management (through quality standards and procedures, reorganization, cost reduction, reengineering, ...) is not sufficient to define a strategic project which can only be accompanied by a spirit of entrepreneuship as well as a constant willingness to expand. Innovation is the foundation of major competitive advantages as it can redefine the strategic game's rules.