Of Luxury Wolves and Robot Sheep

Why Big Business can't crack the challenger model

“Surely it can’t be that hard”, the thin-rim-bespectacled CEO thundered. “Go launch some copycats, and unleash our spending might. We’ll crush them in no time.” For the CEO in question, insert at will any of the distinguished gentlemen running whatever FMCG giant tickles your fancy. The scene might be imagined, but the reality of it is anything but: in boardrooms around the globe, Big Consumer Business is trying to respond to the challenger brand onslaught – and notably failing.

Post Category: WHY

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