Disney has demonstrated in China the importance of extending out from one category to another. Photo: AP

Thinking outside the box will help avoid the commoditisation trap

Managers must come up with unique strategies like Nestle and Disney did to ensure that their products are not branded under one category

Topic |   Management

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Disney has demonstrated in China the importance of extending out from one category to another. Photo: AP
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Howard Yu

Howard Yu

Howard Yu is professor of strategy and innovation at IMD Business School with campuses in Switzerland and Singapore. He received his doctoral degree at Harvard Business School. Stay connected on LinkedIn and Twitter (@howardhyu)