When a new technology comes to the market, it is novel and there are no competitors. But, as time passes there are other entrants to the marketplace and the competition heats up. Soon, other companies start coming into the marketplace and creating their differntiators that make them unique in the marketplace with features. For a…
There is a nice example of a company that adapted its strategy to market in the USA. The company is called SodaStream it received an acknowledgement for being in the 50 best companies by Fast Company. SodaStream realized that if it had to market in the US, then it had to adapt to what Americans…
It is surprisingly difficult for most companies to list what “new” technology they need. Pharmaceutical companies especially struggle with this item. Can they categorically state a specific item is not of interest to them if the company advertising company tells them this is “new” technology ? Or how does a small company approaching a big…
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