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When a business evolves with its market, continually refreshing products and proposition, reaching new sets of customers and growing the value of existing ones, it doesn't need to transform.
"Xerox is moving toward refreshing products annually, like car companies, and they have gotten much more aggressive on pricing and packaging," said James W. Lundy, a former Xerox executive who now follows the office equipment industry for Gartner, a market research firm in Stamford, Conn.
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At Gucci, Frida Giannini says that she is "a big proponent of Cruise" (as Resort is also known) in order to refresh products and woo customers.
Facing increased competition from Google and Apple, Roku is trying to stay in the streaming game by refreshing its products without raising prices.
Should I buy an iPad 2, or will Apple be refreshing its product line ahead of Christmas?
That really shows the commitment of Xerox to refreshing the product line.
I think it has more to do with the fact that we're continually refreshing the product.
Verluca, a bit flushed in his un-air-conditioned corner office outside Paris on a recent steamy summer day, prefers to focus on raising his own company's profile abroad as he keeps refreshing its product lines.
You don't need to be an analyst looking for inside information to know that Apple has a pretty standard policy of refreshing their product lines about once a year.
The company said that it expects "very limited quantities," which basically means that you need to be prepared to drop everything later this afternoon, so you can start refreshing the product listing page until you see the ordering option appear.
In the past, "they did not target the mass market, or refresh their product," said Mr. Bandhu.
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