Rethinking innovation is something companies will do over time. A study has even challenged rethinking innovation to occur based on the technology that is being created in recent years. By rethinking innovation a company may be able to come up with solutions they have been struggling with in the last few years.
One thing that has come from rethinking innovation is open end innovation. Companies are opening up forums, discussions, and other networks to the consumer so that they may have input on products that are being designed. Often rethinking innovation provides a new way to look at how companies work. This in turn allows the company to advance further, even surpassing competition who has not rethought things over the years. Basically it is a way for companies to keep ahead.