more technically oriented companies such as Canon-is to be perceived as innovative. 34 Perceived innovativeness is also a key co1npetitive Veapon and priority for firms in other countries. Michelin ("A Better Way Forward") describes how its co1nn1it1nent to the environn1ent, security, value, and driving pleasure has been spurring innovation. Branding Brief 11-4 describes hoV 3M has developed an innovative culture and itnage.