Development Engineering Marketing Prahalad 
Harvard Business Review
APRIL 12, 2012
They get stuck making incremental improvements that are rooted in existing competencies, markets, and business models. When combined with a smart marketing campaign, the car became a symbol of the whole environmental movement. A core insight provides forward-looking understanding of customer needs, behaviors, and market trends.
Harvard Business Review
OCTOBER 20, 2011
Conversely, why market cigarettes? DuPont sent Donaldson Brown, a promising engineer-turned-finance staffer, to Detroit to sort things out, and sort them out he did. In their pursuit of margin, marketers sought market power even to the point of monopoly, requiring antitrust laws to cry stop at the last moment of the end game.
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