how and why big companies are finding growth in new markets by harnessing an underused asset—their brands

Incumbents as attackers: Brand-driven innovation

June 27, 2015

Here is a brief excerpt from an article written by Jean-Baptiste Coumau, Victor Fabius, and Thomas Meyer for the McKinsey Quarterly, published by McKinsey & Company. They explain how and why big companies are finding growth in new markets by…

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