2004 B2C Class Technology 
Harvard Business Review
SEPTEMBER 26, 2011
Category creation goes beyond innovation, in that the new category shares roots with its original product class but delivers such exponentially better benefits, experience, and economics that the new category graduates from its original product class. Consider how category creation has helped drive revenue increases in the U.S.
Harvard Business Review
OCTOBER 21, 2013
They’re envisioning well-designed, self-contained environments, tricked-out with the latest high-tech, high-touch technology. A heavy equipment manufacturer, for example, brings trucks to its customers’ plants and provides rigorous safety classes for factory workers. The point is to enrich the customer’s relationship with the brand.
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