Getting out of the Cul-de-Sac: Product searching in the days before cartography
Grantham, Andrew, House, Alex, Gregory, S. and Knowles, David (2009) Getting out of the Cul-de-Sac: Product searching in the days before cartography In: National KTP Associates Conference, 29 Apr 2009, Brighton, UK.
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This paper examines the new product searching methodology of one market-leading firm looking to diversify in the face of market saturation and limited growth potential. We use a framework of the market- and the resource-based view of the firm to inform our analysis of the approach taken and outputs and present some lessons learned in what is a search with a map short of contours and landmarks.
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