Break Free from the Product Life Cycle. says Harvard Business School marketing professor Youngme Moon. By positioning their products in unexpected ways, companies can change how customers mentally categorize them. In doing so, they can shift products lodged in the maturity phase back--and catapult new products forward--into the growth phase
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Read "Different Escaping the Competitive Herd" by Youngme Moon available from Rakuten Kobo. What if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the compe Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different—to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule. Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of strategy, branding innovation, and culture, with a particular focus on youth and the digital economy. She is the author of the bestselling book, Different, and she has published and sold more than two million case studies on companies ranging from Buy Different by Youngme Moon (ISBN: 8601400553657) from Amazon's Book Store. Everyday low prices and free delivery on eligible orders. occurs as companies ride the product life cycle can create the kind of "product overshoot" that leaves them vulner-able to a disruptive competitor with a simpler technology. In an analogous way, the strategies I describe can exploit the vulnerability of established categories not to new Youngme Moon (ymoon(§>hbs.ediO is an associate professor Harvard Business School professors discuss and debate current events that sit at the crossroads of business and culture. Youngme Moon, Mihir Desai, and Felix Oberholzer-Gee engage in a spirited discussion on a range of topics torn from the headlines — from Facebook, to free trade, to the #MeToo movement. Different provides a highly original perspective on what it means to offer something that is meaningfully different?different in a manner that is both fundamental and comprehensive. ? Youngme Moon identifies the outliers, the mavericks, the iconoclasts?the players who have thoughtfully rejected orthodoxy in favor of an approach that is more
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