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

Harvard Business

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. It became easier and easier for small enterprises to gain customer reach and awareness (along with working capital). For example, Iams pet food was one of the first premium brands; it sold to health-conscious pet owners, who purchased it only at specialized pet stores.

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