Category Creation Is the Ultimate Growth Strategy
Harvard Business Review
SEPTEMBER 26, 2011
Our analysis showed the top 20 firms in Fortune 's 2010 list of fastest-growing companies received $3.40 coffee sector revenue grew from $28 billion in the late 1990s to $47 billion in 2010. Category creation requires innovation teams to re-think their role beyond just creating new products and services. of revenue growth.
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