Will kinetizing initiatives be successful at creating new subcategories, of being game changer? It really depends on three questions. First, do the innovations represent a “must have” for a worthwhile segment: are they truly meaningful? Second, can the firm deliver on the promise going forward: is there the needed capability, resources, and commitment? Third, can barriers to competitors be created with enriching the offering, ongoing innovation, owning the category, branding the ...


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