Product Life Cycle

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Finding Applications for Technologies Beyond the Core Business

Too often, companies with products that have alternative potential markets miss their opportunity: Either they fail to see the possibility of alternative markets, or they simply lack the will to do the necessary groundwork to explore the opportunity. Leveraging existing technology for new uses can be tricky, but the return is greater profit and a revitalized business model.

Mastering the ‘Name Your Product Category’ Game

When is the best time to enter a new industry? As it turns out, understanding the product category dynamics in an emerging industry and when a dominant category label has been introduced are important to identifying the “window of opportunity” to enter. Dominant category labels typically are introduced right before the industry starts a phase of rapid growth and consolidation. Companies would do well to track category labels before introducing a product in a nascent industry.

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