Chapter Two. Moving to the Upper Right

This chapter introduces a Positioning Map, which shows how breakthrough products are differentiated from the competition. The Upper Right quadrant of the map integrates the attributes of Style and Technology and adds a third dimension: Value. Each remaining quadrant contains products that emphasize only style, technology, or low cost. By integrating the attributes represented in the Upper Right, breakthrough products meet the needs, wants, and desires of customers, resulting in increased sales, profit, and brand equity.

Integrating Style and Technology

The last chapter presented four case studies as examples of how companies can develop successful products that differentiate themselves from their competition ...

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