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Chapter 14 Managing growth

Chapter 14 Managing growth. Mangaing Growth. Resistance to Change Leveraging New Product Growth Sustaining Differentiation. Categories of innovation. Known need – the product the market is waiting for Customer active or ‘need pull’ – products specified by customers

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Chapter 14 Managing growth

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  1. Chapter 14 Managing growth

  2. Mangaing Growth • Resistance to Change • Leveraging New Product Growth • Sustaining Differentiation

  3. Categories of innovation Known need – the product the market is waiting for Customer active or ‘need pull’ – products specified by customers Supplier active or technology push – the product we think you want

  4. Sources of resistance: • Technological • Infrastructural • Behavioural

  5. Competitive response: Improved products/ new standards Lower prices Different channels (place) Superior promotion

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