Kantar Worldpanel predicts that 75% of growth for consumer products companies in the next decade will come through new product development. And yet, more than half of senior executives declare themselves unsatisfied with the financial returns of product innovation. Why? Because their innovation models don’t determine where the growth is actually coming from. So, companies end up developing a product that tested well in market research only to find out later that they’ve got a cannibal on their hands, chipping away at their existing market share.
Beware the Cannibal In Your Product Line
Don’t let a seemingly innovative product eat into your existing market share.
June 14, 2013
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New!
HBR Learning
Innovation and Creativity Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Innovation and Creativity. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Unlock your team's curiosity and willingness to take smart risks.