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Your Whole Company Needs to Be Distinctive, Not Just Your Product

Harvard Business

But we are also regularly reminded of the lack of true differentiation in most mainstream global companies — and of the opportunities they are thus squandering. But starting in the early 2000s, the advantages of scale were mostly eliminated, in large part because of globalization, deregulation, and the rise of digital technology. Large companies found themselves competing against a much larger group of rivals, and a more global group, than ever before.

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