For ECCO shoes, yes. For over 40 years, this company has been using innovation (the key characteristic of an entrepreneurial company) in its designs to provide consumers with the greatest comfort and quality for each pair of shoes made. As stated in their Canadian website, “ECCO is the only major shoe manufacturer to own and manage every step in the shoe-making process.” While prices of the shoes are high (a single pair of women’s flats can cost $160), offering potential risk for the company’s success, they justify it in their company philosophy by saying that by purchasing ECCO shoes, a consumer is “Living Life Intelligently!”

ECCO does not only base its company off of comfort and flexibility, but also technological innovation. In this section of their Canadian website, they list all of their shoes with cutting-edge technology incorporated into them. An example are their GORE-TEX boots, which literally contain billions of pores per square centimetre in order to ensure that that any humidity in the shoe will be vaporized, keeping the user’s feet dry, light, and comfortable.

The process of a GORE-TEX shoe