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This is part of a case series. Recognised as a Top 100 Global Innovator since 2010, Nitto Denko Corporation demonstrates how a relentless focus on customer innovation can sustain a company's growth, and transform its business model. This three-part case series examines how this Japan-based manufacturing group successfully rode the wave of emerging industries, found applications in new areas, while remaining true to its core technologies and capabilities. Case A recounts Nitto's humble beginnings as a domestic electrical insulation manufacturer and how it turned into a global company poised to make inroads into the medical industry. Underlying its evolution is the company's particular philosophy of technology innovation and application (also known as Sanshin). Case B examines how Nitto sustains its innovation trajectory by investing in areas that enable rapid experimentation at large scale in the B2B setting. Case C discusses Nitto's future roadmap. As Nitto aims to accelerate its global footprint and move into new markets, the company faces a 'tipping point.' Nitto must find new ways to scale, diffuse and innovate at an accelerated pace. We examine the efforts of the regional European hub as an example of globalization, and how senior management charts its way into the medical and life sciences industry.