Resumen de Why It Pays to Be a Category Creator
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.
