How Would-Be Category Kings Become Commoners
Innovative companies may succeed in pioneering new markets, but often fail to dominate the categories they create.
The Research
- Author Rory McDonald spent several years studying companies pioneering new categories in several fields, most notably software and fintech. He interviewed hundreds of entrepreneurs, corporate innovation chiefs, market analysts, and journalists.
- Author Keith Krach built and led four category-creating enterprises in industrial robotics, mechanical design automation, B2B ecommerce, and digital signature.
- Using multiple-case methods, and melding their analysis with personal experience, the authors compared the emerging insights ...
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