The Wall Street Journal reports that when it comes to winning market share, too many companies rely on product tweaks, repackaging and promotions. Such strategies tend not to move the needle very far or have lasting effects. The way to radically improve market share is to make real innovations, by creating new product categories and subcategories.
However, innovators need to be aware that their challenge is not only to create an offering and brand, but to create, manage and protect the perception of the new subcategory.
Click here to read the entire article: Real Innovators Think Big
Real Innovators Think Big
Relevant Insight for Entrepreneurs
