Shark Tank: 3 Ways Leading Companies Are Keeping Their Brands Innovative

Searching for edgy innovation and top talent, big companies buy—or stake—the startups that might once have unseated them.
MEET THE SHARKS

Here is a partial roster of major companies taking a big-to-small approach that aren’t covered in the main story.

CHOBANI has launched a food incubator in New York City, selecting about 10 companies to provide with test kitchens, office space, mentorship and access to chefs and other Chobani resources, with an initial $2 million investment.

DAIMLER acquired RideScout as the platform for an urban-mobility play and already has developed it into a $100 million business.

“Nike’s Launch Systems Innovation Challenge is transforming the way fabrics are made.”

DIAGEO launched Diageo Technology Ventures to partner with innovative digital and technology companies to the tune of $100,000 each and started Distill Ventures, which is investing up to $15 million in supporting and nurturing startups and new ideas ranging from vermouth to gin, in Western Europe and beyond.

FORD is teaming with suppliers Verizon Telematics and Magna International to fund an incubator that will support transportation-related startups, investing $2 million in Techstars Mobility, driven by Detroit to help 30 companies get off the ground in the next three years.

GOOGLE through its Google Ventures arm has close to $2 billion in assets under management with stakes in more than 280 startups. They include hundreds of millions of dollars alone invested
in one research startup, Calico, whose ultimate goal is to help human beings live hundreds of years.

Mark ToonIBM has set up a $100 million fund to back startups that use the technology behind Watson, its iconic computer that can communicate in colloquial language. First investment: Welltok, a health-care startup that invented an app that uses the technology to analyze users’ habits and give medical advice.

KROGER AND TESCO backed a joint venture called Dunnhumby Ventures, which is looking for innovations and making investments in startups seeking to transform the future of retail.

NIKE has been a pioneer with programs such as the Nike+ Accelerator to drum up new ideas for its fitness devices, and the Launch Systems Innovation Challenge, aimed at garnering innovative ideas and processes to transform the way fabrics are made.

WALT DISNEY has a small business accelerator.


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