David Robertson
Copy Link60 minutes
AUGUST 19, 2021
innovation@work
In this recorded webinar, MIT Sloan Senior Lecturer David Robertson discusses how companies with commoditized products in brutally competitive markets have maintained premium pricing and rapid growth using the "Third Way" to innovate - an approach that's neither incremental improvement of existing products for existing customers nor revolutionary new products that create new market segments.
Takeaways include:
- Exploring alternatives to "thinking outside the box.” These disruptive new innovations revolutionize markets, but they are expensive, risky, and likely to fail.
- How organizations can stay competitive without sacrificing existing loyal customers in favor of a disruptive dream.
Join the related upcoming MIT Sloan Executive Education course, Innovating in Existing Markets.
David Robertson
Copy Link60 minutes
AUGUST 19, 2021
innovation@work
In this recorded webinar, MIT Sloan Senior Lecturer David Robertson discusses how companies with commoditized products in brutally competitive markets have maintained premium pricing and rapid growth using the "Third Way" to innovate - an approach that's neither incremental improvement of existing products for existing customers nor revolutionary new products that create new market segments.
Takeaways include:
- Exploring alternatives to "thinking outside the box.” These disruptive new innovations revolutionize markets, but they are expensive, risky, and likely to fail.
- How organizations can stay competitive without sacrificing existing loyal customers in favor of a disruptive dream.
Join the related upcoming MIT Sloan Executive Education course, Innovating in Existing Markets.