Best in brief

Reviews of two articles from Harvard Business Review and one from Sloan Management Review. 'Creating new Market Space' argues that innovation can be brought about by looking at familiar data from a new perspective, rather than using special vision or foresight.

Best in Brief

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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...

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