It's not just that the company reinvents work done by others.

"The company has once again reinvented its product line," Mr. Horowitz said.

Why wouldn't companies want these guys helping them reinvent the way they do marketing, make commercials, videos games, etc.?

The company has reinvented itself as an exemplar of lean production and now dominates its major competitors.

The company has reinvented itself under difficult circumstances before.

Chrysler's emphasis in its ad campaign is that the company has reinvented itself.

At a time when much of domestic manufacturing seemed bogged down by bureaucracy, Ford proved that an American company could reinvent itself.

The point was also made that successful companies have reinvented themselves through two fundamental focuses-ethics/integrity and respect for people.

But, despite new marketing, the company will not be reinventing the burger anytime soon.

To stay competitive, many companies have downsized and reinvented themselves.