In a world of product and brand proliferation, consumer companies face bleak prospects for sustained revenue growth. But a few firms such as Kraft, Procter & Gamble, and Netflix are creating new growth by using their product position as a starting point from which to create solutions that address the issues and hassles that surround the product.
Authors: Ana Dutra, James Frary, Rick Wise
Source: Mercer Management Journal
Subject: Marketing / Sales