Bringing an innovative product to market

Few markets remain in the same state for long. In some cases consumers needs change with some companies choosing to respond. Depending on the nature of the industry, it may or may not be beneficial to be the first to respond. If the innovation is particularly difficult to produce or market, other companies may gain by learning from the mistakes of the innovator. So, being the leader brings risks as well as the prospect of rewards. This Case Study looks at how Corus has responded…