Goke Pelemo

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Targeting customers who had been nonconsumers worked magic for Sony in two ways. First, because its customers’ reference point was having no television or radio at all, they were delighted with simple, crummy products. The performance hurdle that Sony had to clear therefore was relatively easy. This entailed a much lower R&D investment prior to commercialization than the vacuum tube makers had to make to commercialize the identical technology. The established market presented a much higher performance barrier to surmount, because customers there would only embrace solid-state electronics when ...more
The Innovator's Solution: Creating and Sustaining Successful Growth (Creating and Sustainability Successful Growth)
by Clayton
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