From local to global
Product leadership as a competitive strategy aims to build a culture that continuously brings superior products to market. Here product leaders achieve premium market prices thanks to the experience they create for their customers.
The corporate disciplines they cultivate include a.o. Research portfolio management, Product Management and Marketing
Market innovation. The improvement of the mix of target markets and of the way in which these are served. It refers to new markets and to new distribution process in foreign and local markets. Market innovation is type of low customer impact innovation.
Service innovation. Many companies make incremental improvements to their service offerings, but few succeed in creating service innovations that generate new markets or reshape existing ones. Service innovation is type of medium customer impact innovation.
- Business model innovation. Business model innovation is the art of enhancing advantage and value creation by making simultaneous—and mutually supportive—changes both to an organization’s value proposition to customers and to its underlying operating model. At the value proposition level, these changes can address the choice of target segment, product or service offering, and revenue model. At the operating model level, the focus is on how to drive profitability, competitive advantage, and value creation through these decisions on how to deliver the value proposition Business model innovation is type of high customer impact innovation.