In Technology, Small Fish (Almost Always) Eat Big Fish

www.gsb.stanford.edu

"When a sleek, small player enters the market, it does so by creating a low-friction, high-fit product that is sold at a low price to a large market. These new products are sold to a portion of the market that cannot access the larger products due to the cost of entry (in dollars and complexity) and the cost of ownership. The larger company may not even notice that the new company has entered the market because there are no mano-a-mano customer confrontations..... Inevitably, by the time the threat becomes compelling, it’s too late. The small company has taken root, developing the advantages of a lower-cost structure with a simpler, lower-friction product."

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