2. The growing company that tends to standardize processes

As the company grows, it creates specialized functions and provides them with dedicated resources. Processes, operating rules and management tools must be put in place to control the volume of activities and the use of resources. The company becomes "technocratized" and sometimes "bureaucratized".

A standardized funnel is then established. Depending on the type of innovation practiced and the business sector concerned, the standardized funnel may be "low-fertility" (low number of innovation ideas, often linked to the highly technical nature of products and processes and their renewal times) or, on the contrary, "high attrition".