Few companies look for opportunities to apply their technology outside their core markets. To gain a competitive advantage, identify untapped opportunities for profits and growth.
The technologies underlying your core business could have lucrative applications beyond the ones you provide to your current customers. Yet applying them to different markets is frequently overlooked, resulting in missed opportunities. Writing for MIT Sloan Management Review, Erwin Danneels and Federico Frattini show how you can address this problem with a process they call “technology leveraging”.
WHAT IS TECHNOLOGY LEVERAGING?