How Would-Be Category Kings Become Commoners

How Would-Be Category Kings Become Commoners

It's typically during this aggressive marketing-and-category-creation stage that we see companies lose their way. We have come to think of this phenomenon as the Commoner's Curse: A prominent high-flying company succeeds at building a lucrative new category only to end up handing the keys...

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Veröffentlicht in:MIT Sloan management review 2021-01, Vol.62 (2), p.76-82
Hauptverfasser: McDonald, Rory, Krach, Keith
Format: Artikel
Sprache:eng
Schlagworte:
Competition
Customers
Financial planners
Investments
Market strategy
Marketing
Plant-based foods
Product development
Social networks
Startups
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Beschreibung
Zusammenfassung:It's typically during this aggressive marketing-and-category-creation stage that we see companies lose their way. We have come to think of this phenomenon as the Commoner's Curse: A prominent high-flying company succeeds at building a lucrative new category only to end up handing the keys to the kingdom to someone else. Here, Mcdonald and Krach examine how would-be kings wind up as commoners.
ISSN:1532-9194