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Identifying Nonconsumers: Uncovering New Routes for Growth

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

Reference: HBS-4548BC-E
Number of pages: 23
Publication Date: Jul 1, 2008
Source: HBSP (USA)
Type of Document: Book Chapter

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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. This chapter is excerpted from "The Innovator's Guide to Growth: Putting Disruptive Innovation to Work."

Keywords

Customer & client analysis Disruptive innovation Growth strategy Innovation