No sure way to pick a winner

Clegg, Alicia
May 2005
Marketing Week;5/19/2005, Vol. 28 Issue 20, p45
Trade Publication
The article asserts that companies invest heavily in product research, seeking out those who set the trends and running simulations. They might just as well ask randomly chosen consumers to bet on likely success. Being big can be an asset amid the rough and tumble of business. But there is one area where small companies can, and often do, trump their larger rivals, and that is innovation. A single big idea can help an unknown business make a name--think Innocent Drinks or Body Shop. There are two ways to think about the future of a brand and these are given in the article.


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