Chapter 9. Strategies to Shape Markets: Products, Process, and Platform
Who Is a Market Shaper?
In Chapter 8, When and How to Use Low-Price Entry Strategy, we made the case for diversification based on leveraging a firm's existing capabilities. Market shaping, on the other hand, usually implies investment in new capabilities. As illustrated in Table 9.1, the new capabilities can be used for shaping a market either through development of a new product (such as Polaroid or the Walkman or the CT scanner), a repeatable process (such as an information technology system or acquisition process), or a platform (such as the DOS or Windows operating system).
Table 9.1. New Capabilities for Shaping Markets
Product | Process | Platform | |
|---|---|---|---|
Adapt | Change price-value relationship. ... |
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