Business Innovation Brief

First-Mover or Fast-Follower: Which is the right innovation strategy for you?

Idea to Value

APRIL 12, 2022

This can require significant marketing and sales effort to change. It’s enough to capture more than the fair share of profits in the category, but it also means that other people are spending significant promotional dollars in advertising to boost the overall category. Customers are happy with their current solution.

Strategy

Strategy Strategy Technical Review Innovation

Companies that last through recessions share this marketing tactic

Brunner

MAY 31, 2019

Some stop advertising. Others want their agency to say, ‘We’re only going to focus on hard, cold sales.’ Marketing isn’t optional — it’s a ‘good cost,’ essential to bringing in revenues from these key customers and others,” according to the HBR article, written during the peak of the Great Recession which lasted from 2007-09.

Marketing

Marketing Technical Review Company Creativity

Business Innovation Brief

First-Mover or Fast-Follower: Which is the right innovation strategy for you?

Companies that last through recessions share this marketing tactic

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