Out of the Box: Strategies for Creating New Markets
This examines strategies for driving business growth by targeting unvisited markets and potential customers who do not currently use a product. Instead of competing for existing market share, companies can achieve success by adopting out-of-the-box thinking to redefine value for entirely new demographics.
It illustrates this through Smarluna, an online pill prescription service reaching those previously disconnected from medical institutions, and Licca-chan, which expanded from children's toys into a sophisticated adult hobbyist market.
Successful expansion requires a deep understanding of…
The skinny
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