Eating the big fish

Innovation in business strategy is as important as innovation in product design. This articles key message, the Challenger Project, uses many examples to illustrate that challenging market dominance works and small brands can topple big ones if they take a systematically different approach to strategy.

Eating the Big Fish

Innovation in business strategy is as important in product design.  Adam Morgan isolates many examples to illustrate his key theme: that challenging market dominance works and small brands can topple big brands if they take a systematically different approach to strategy.

This is the story of an experiment. It was named The Challenger Project and it was an attempt to find a coherently different way of thinking about strategy for a number two (or three or four) brand. The aim was then to translate that overall thinking into a new kind of strategic process,...

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