A survey by PwC of 1200 CEOs from around the world found that innovation, along with increasing their existing business, now outstrips all other means of potential expansion, including moving into new markets, mergers and acquisitions, and joint ventures and other alliances. PwC's 14th Annual Global CEO survey found that that innovation is high on the executive agenda in virtually every industry. In all, 78 per cent of CEOs surveyed believe innovation will generate 'significant' new revenue and cost reduction opportunities over the next three years. But it is highest for those where technology is changing customer expectations. In both the pharmaceutical and entertainment and media sectors, for example, more than 40 per cent of CEOs believe their greatest opportunities for growth come from spawning new products and services. Available video includes an edited package.