KitchenAid® brivaTM  in-sink diswasher

Innovation is a key strategy of Whirlpool Corporation, and an essential part of the company's long-term growth.  Innovation is a business approach that our brands are using to create and introduce truly unique, value-added solutions to customers around the world.

For years, almost all appliance manufacturers were following strategies that focused on lowering cost, improving the quality of products, and expanding the competitive share of display space on the retail floor.  Since 1999, Whirlpool Corporation has been executing a dramatically different growth strategy.  Instead of focusing on competitors, we have been listening to our customers and building loyalty through the introduction of relevant and innovative solutions—new ideas geared to the needs of consumer lifestyles.

Our people are focusing their attention on innovations that deliver real value to both consumers and shareholders—while making it difficult for competitors to copy.  And our global organization is providing the resources and processes to help create innovation never before seen in either our company or our industry.

As Whirlpool continues on this course, we ultimately want to create unmatched loyalty for our brands by building a lifetime relationship with our customers. To accomplish this, Whirlpool employees worldwide will continue to develop and introduce clearly differentiated products, services and solutions that customers will want long after their initial purchase experience with the brand.