Product Strategy and Corporate Success
Companies that historically show product strategic focus perform considerably better over extended periods than those that implement multiple technologies and/or seek market diversity. This chapter closely examines the product strategy of high-technology companies and its connection to success using a separate group of studies to trace the full multiproduct sequences developed and marketed by a number or computer-related companies. It is divided into three sections. The first displays some of the author's own perspectives and convictions on the related field research studies. Next, the author describes a framework that evolved during the research for envisioning a company's product history in a manner that may reveal its de facto product strategy. The last section illustrates several of the statistical results from the field studies which support the importance of “strategic focus” in new product development to achieving success in the technological firm.
Keywords: strategic focus, multiple technologies, market diversity, high-technology companies, multiproduct sequences, product strategy, product development
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