The Innovation PUDDA Loop is a continual innovation process that maximizes a firm’s ability to both attack and defend itself through innovative techniques.

“PUDDA” stands for Perceive, Understand, Decide, Defend, Attack.

Firms with more Innovation Agility are able to process their PUDDA loops faster and thus adapt to change more quickly. In highly dynamic markets agility is a core driver of sustained competitive position (Delta-V) and thus survival.

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