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Innovative engineering company Dyson has made record breaking profits in 2010 it was revealed. The company made £887million, up 9% on the previous year. Despite the turbulent economic climate it seems Dyson is able to ride the storm – so how are they doing it? Diversification To their credit, Dyson realised one thing – once you own the greatest hoover on the market do you really need another one? When you evaluate the value of Dyson it’s not their hoover which is the most valuable element of the business, it’s their creativity......

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