The market segmentation scheme that a company chooses to adopt is a decision of vast consequence. It determines what that company decides to produce, how it will take those products to market, who it believes its competitors to be and how large it believes its market opportunities to be. Yet many managers give little thought [...]
standard The Commoditization of Scale
In the game of innovation, there is next to no time to rest. As soon as you’ve discovered the next, best thing, everyone in your industry starts trying to replicate it. In the best cases, it takes your competitors years to distill your secret sauce. In the worst cases, it only takes months to move [...]
standard The New M&A Playbook
When a CEO wants to boost corporate performance or jump-start long-term growth, the thought of acquiring another company can be extraordinarily seductive. Indeed, companies spend more than $2 trillion on acquisitions every year. Yet study after study puts the failure rate of mergers and acquisitions somewhere between 70% and 90%. A lot of researchers have tried [...]
standard How Will You Measure Your Life?
On the last day of class, I ask my students to turn those theoretical lenses on themselves, to find cogent answers to three questions: First, how can I be sure that I’ll be happy in my career? Second, how can I be sure that my relationships with my spouse and my family become an enduring [...]
One year ago, Kraft did something it hadn’t done in nearly a quarter of a century: It launched a new brand that created a new category. A year later MiO, a liquid water enhancer whose name means “mine” in Italian, achieved an impressive milestone when it reached $100 million in sales.