search query: @author Ries, A. / total: 4
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| Author: | Ries, A. |
| Title: | The discipline of the narrow focus |
| Journal: | Journal of Business Strategy
1992 : NOV-DEC, VOL. 13:6, p. 3-9 |
| Index terms: | GROWTH STRATEGY COMPANY GROWTH COMPANY FAILURES MARKETING |
| Language: | eng |
| Abstract: | Growth for growth's sake is a driving force in business today. Often that growth is achieved by line extension, market extension - a company tries to broaden its product line in an attempt to appeal to everybody. This is a self-defeating strategy that sooner or later ends up as a marketing failure. A better strategy is to narrow the focus in order to own a single word or concept in the mind of the prospect. |
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