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| Author: | Buggie, F. D. |
| Title: | Broaden the search for clues to product commercialization |
| Journal: | Journal of Business Strategy
1989 : NOV-DEC, VOL. 10:6, p. 37-40 |
| Index terms: | NEW PRODUCTS MARKETING STRATEGIC MANAGEMENT DECISION MAKING MARKETS |
| Language: | eng |
| Abstract: | No company need remains bound by a restrictive market focus. All that's required in the strategic decision by management to broaden its horizon. The conversion to a technology-driven company can be effected by commercializing in other markets those special capabilities that the company has built up in the course of serving its favourite market all those years. The company's markets become horizontal; it will sell across the board to any industry that uses, or could use, its products. |
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