6 Adapt or Disrupt?
Starting an innovation program, or an initiative to create a new product, can constitute a major investment for a company. It can also mark a voyage into uncharted territory, which can make executives nervous. What can confound this situation is if your company is already successful; if you have designed and realized a lucrative line of products that sells well in wealthy markets, why is it necessary to design new variants for poor countries? Why not just adapt the existing products? This can work sometimes, but it can also be a trap; it is easy to convince yourself that an expensive product just needs time to successfully sell in emerging markets, or users’ needs can be satisfied by stripping away features until their ...
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