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- Even with economic activity rustling back to life, few companies are eager to make big bets, pouring money into hunting down breakthroughs or conceiving cutting-edge technologies. In a survey conducted by CFO Research, in collaboration with American Express, smart finance leaders reveal how budgetary constraints are leading their companies to look at the process differently, applying discipline to find incremental innovations. The CFO's role? To help pinpoint and balance the right mix of investments so that their businesses can make comparatively minor changes that will add up to major value.