Identifying Nonconsumers: Uncovering New Routes for Growth

Name: Identifying Nonconsumers: Uncovering New Routes for Growth
Author: Scott D. Anthony, Mark W. Johnson, Joseph V. Sinfield, Elizabeth J. Altman
ISBN: 978B001GLLPT1

Author Scott D. Anthony, Mark W. Johnson, Joseph V. Sinfield, Elizabeth J. Altman

Publisher Harvard Business School Press

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Book Details

Author(s)Scott D. Anthony, Mark W. Johnson, Joseph V. Sinfield, Elizabeth J. Altman

PublisherHarvard Business School Press

ISBN / ASINB001GLLPTW

ISBN-13978B001GLLPT1

MarketplaceFrance 🇫🇷

Description ▲

Finding ways to connect with nonconsumers is one of the best methods for internal innovators to position disruption as an opportunity instead of a threat. This chapter describes how to identify specific constraints on consumption, and how to begin conceptualizing ideas to reach nonconsumers.