As the first business in a fast-growing market, mass offerings eventually attract competitors. Those considering entering the original incumbent market could do so by building another mass offering to compete with them. But that would be foolish, as customers would not clearly distinguish the new offering from the established one. So instead, new entrants usually specialize. That is, they choose one or a couple of dimensions that they know customers might value more, and they create so-called niche offerings that are appreciably stronger in those dimensions. That allows new entrants to quickly
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