Want To Be On The Leading Edge? Forget About It.
Markovitz Consulting
AUGUST 19, 2020
All too often, companies that strive for first mover advantage bleed their products—or their entire organization—to death. Peter Golder and Gerard Tellis’s seminal study of 500 brands in 50 product categories reveals that almost half of market pioneers fail. Good luck finding any of those products today.
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