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According to this year's Global Innovation 1000 study -- an examination of the 1,000 public companies that spend the most on researching and developing products for their markets -- the world's major innovators are shifting more of their R&D to software and services. The shift is being driven by the supercharged pace of improvement in what software can do, the increasing use of embedded software and sensors in products as varied as power turbines and cars, and rising customer expectations. Between 2010 and 2015, the companies in the Global Innovation 1000 study increased their R&D spending on software offerings by 65 percent and their spending on service offerings by 36 percent. As this shift intensifies, companies are facing an array of managerial, organizational, and cultural challenges.