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Chapter 14 Managing growth. Mangaing Growth. Resistance to Change Leveraging New Product Growth Sustaining Differentiation. Categories of innovation. Known need – the product the market is waiting for Customer active or ‘need pull’ – products specified by customers

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Chapter 14

Managing growth


Mangaing growth
Mangaing Growth

  • Resistance to Change

  • Leveraging New Product Growth

  • Sustaining Differentiation


Categories of innovation

Known need – the product the market is waiting for

Customer active or ‘need pull’ – products specified by customers

Supplier active or technology push – the product we think you want



Competitive response:

Improved products/ new standards

Lower prices

Different channels (place)

Superior promotion


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