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What are the adjacent product experiences that you could create to reinforce the value of your current product?
We don't think they would have succeeded in becoming the large global enterprises they are today if they had applied more-conventional business strategies, such as reducing costs to try to compete on price against much larger firms or moving into adjacent product or market segments already well served by local players.
We are also looking for opportunities to invest in production capacity that enables Kite Hill to offer consumers great tasting plant-based innovation in adjacent product categories.
Analytics drawn from what people are searching for (e.g. products you don't currently stock, but you should) can provide a lot of tactical insights into new or adjacent product categories that a vendor should stock.
The leading "next-generation" SaaS vendors, including Salesforce.com, Workday, LinkedIn, NetSuite and Concur, are finding it necessary to aggressively expand into adjacent product offerings or risk being disrupted by newer applications that are challenging them from all sides.
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It would affect a whole host of decisions over the coming months: what features to add to the software, what adjacent products they might offer, how to price all the services, and so on.
Using the same Crest brand, the same P&G marketing infrastructure, and the same channels to reach the same set of customers, P&G quickly launched the two adjacent products—adding more than $200 million of new sales apiece in one year.
We've been looking at adjacent products.
Other bands are placing bets on adjacent products and experiences around the release date, in a similar way to what Swift accomplished with her myriad corporate partnerships.
To become a long-term success, startup companies not only have to pioneer and dominate new markets, they have to ensure that adjacent products from nearby categories don't overtake them.
Now we have to consider what pharmaceutical companies can do in the face of such changes that force them to look beyond mergers as a way to consolidate IP, buy marketshare, or relaunch older or adjacent products.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com