Disruptive innovation in practice
New Markets Blog
Read more in Capturing New Markets: How Smart Companies Create Opportunities Others Don't (McGraw-Hill, 2011)
Current Articles | RSS Feed
Italy's Piaggio is a 127-year-old firm with a proud heritage and iconic global brands such as the Vespa scooter. Companies with such deep roots often have trouble adjusting to an emerging market, yet Piaggio has succeeded through creating a new market segment and targeting mid-sized countries. I interviewed Costantino Sambuy, the head of Piaggio's efforts, about what approaches worked. Read more in my piece for Forbes.
Stephen Wunker is the Managing Director of New Markets Advisors and author of Capturing New Markets: How Smart Companies Create Opportunities Others Don't.