Chief executive officers (CEOs/CXOs) and other C-level executives at global enterprises believe that innovation is more critical than ever, particularly as a way to differentiate their businesses following the 2008-09 downturn, according to a survey conducted by Forbes Insights in association with Wipro.

The study of 300 CEOs and other C-level executives at global enterprises (insurers included)—corporations with $500 million-plus in annual revenues—also examines attitudes towards two other key areas of future revenue growth: sustainable or “green” business practices, and opportunities in emerging markets such as China and India.

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