Incumbents as attackers: Brand-driven innovation
How to turn your brand into a driver to expand into new markets.
Author(s): Jean-Baptiste Coumau, Victor Fabius, Thomas Meyer
Publisher: McKinsey Quarterly
Date of publication: 2015
Synopsis
This article is one of the sources used in Manageris’ synopses:
Differentiate yourself in saturated markets
In saturated markets, competitors generally fight on commercial presence and price. Yet, there are other ways for businesses to differentiate themselves. How can you play on services and positioning to gain a competitive edge?
243a – Synopsis (8p.)
Competition