Creating new market space.
Abstract
Most companies focus on matching and beating their rivals. As a result, their strategies tend to take on similar dimensions. What ensues is head-to-head competition based largely on incremental improvements in cost, quality, or both. The authors have studied how innovative companies break free from the competitive pack by staking out fundamentally new market space--that is, by creating products or services for which there are no direct...
Paper Details
Title
Creating new market space.
Published Date
May 27, 1999
Journal
Volume
77
Issue
1
Pages
83 - 93
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Notes
History