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Creating new market space
W. Chan Kim and Rene MauborgneHarvard Business Review, JanFeb, 1999
Innovation has classically been seen as the way out of cut-throat competition, especially in flat markets or where growth is slow. But how do you begin? A different approach when caught in such markets is to look for ways to re-create new markets or re-create existing ones and form new market spaces. The key is to look at familiar data from a new perspective rather than use any special vision or foresight.
Looking across substitute industries involves understanding...