For large companies operating in mature sectors—such as Procter & Gamble in consumer goods, Apple in consumer electronics, and Adobe in cloud software—driving growth is a perennial challenge. Growth through acquisition is always an option, but companies often quickly find that the costs outweigh the benefits.
For large companies operating in mature sectors—such as Procter & Gamble in consumer goods, Apple in consumer electronics, and Adobe in cloud software—driving growth is a perennial challenge. Growth through acquisition is always an option, but companies often quickly find that the costs outweigh the benefits.
For large companies operating in mature sectors, the only reliable way to maintain market leadership is through transformational innovations that redefine what customers expect.Innovations of this type are not only difficult to conceive but also extremely challenging to develop and scale up. Companies often terminate projects with compelling value propositions because they are reluctant to commit the resources needed.
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