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

Harvard Business

Back in the 1980s, a company could set itself apart through scale, being the largest company in a category provided leverage over costs, back office processes, distribution, and marketing effectiveness. 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. Consider, for example, the way many credit cards are marketed.

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