e-Types was founded in Vesterbro, Copenhagen, in 1997 by a team of young graphic designers.

Over the past decade e-Types has developed from a business of five employees into a consultancy of 50 strategists, designers and account managers.

The cooperation with Learning Lab Denmark turned into an industrial PhD from The Danish School of Education (now University of Aarhus) using e-Types as the primary case of the research.

[7] Meanwhile, Professor Robert Austin from Harvard Business School made a different case-study concerning Innovation Strategy of a Design Firm.

The case-study was discussed and criticised at the 2006 Seattle Innovation Symposium at the University of Washington.