CHAPTER 19COMPETITIVE ADVANTAGE AND THE MAGIC OF DIFFERENTIATION
The goal of new product development is to deliver ever-greater value to the consumer so that your product is preferred over those of the competition. The differences between your product and your competitors’ products—differentiation—are the driving forces that influence a consumer’s choice. If there is no differentiation between your product and those of your competitors, there won’t be a compelling reason for the consumer to pick your product over your competitors’ products. This need for differentiation provides parallel benefits in the realm of strategic inventing—deliberately seeking differentiating products is one approach to ensuring competitive advantage and a significant ...
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