Why It Pays to Be a Category Creator

• Autores: Eddie Yoon, Linda Deeken
• Localización: Harvard business review, ISSN 0017-8012, Vol. 91, Nº 3, 2013, págs. 21-23
• Idioma: inglés
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• Resumen

  • The article presents information on business models and growth strategies which incorporate category creation and the development of innovative products. Topics include studies on the profitability of the 100 fastest-growing U.S. companies; examples of companies such as the Keurig coffee machine manufacturer which created their own product category; and the attitudes of senior executives regarding the challenges of category creation. Competition from start-ups for the development of breakthrough innovations is discussed, along with the expense of category creation.