Why It Pays to be a Category Creator  

Oleh:

Yoon, Eddie ; Deeken, Linda

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 91 no. 3 (Mar. 2013), page 21-23.
Topik: Category Creation; Revenue Growth; Higher Valuations; Investment

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.46 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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To find out just how lucrative category creation can be, our company examined Fortune’s lists of the 100 fastest-growing U.S. companies from 2009 to 2011. We found that the 13 companies that were instrumental in creating their categories accounted for 53% of incremental revenue growth and 74% of incremental market capitalization growth over those three years. The message is clear: Category creators experience much faster growth and receive much higher valuations from investors than companies bringing only incremental innovations to market.

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