For the Dutch life science company DSM, the London Olympics are more than a 16-day international sports event. They are a proving ground for the specially developed, new material used to construct the boats in which the Dutch Women's Eight and Men's Lightweight Four are being rowed.
DSM is a company that takes great pride in its innovative capacity. It has been an Innovation Partner of the Dutch Olympic Committee since 2001, and, as it points out on its website, has learned much from this relationship: "At the highest level, the more you achieve...the harder you push yourself to do even better next time. It's one of the many invaluable lessons we've learned from our sporting relationships with Olympic champions, Gold medalists and various renowned sporting organizations."...