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Research contained in a e-book Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne confirmed that “86{53d7b73772449baeabf36225c780cf7bf746fcfe8859d962cb6dcfcabdf5f51d} of product launches that were line extensions accounted for 39{53d7b73772449baeabf36225c780cf7bf746fcfe8859d962cb6dcfcabdf5f51d} of the income from all new-business launches from 108 firms tracked, but the remaining 14{53d7b73772449baeabf36225c780cf7bf746fcfe8859d962cb6dcfcabdf5f51d} of product launches that represented new markets accounted for 61{53d7b73772449baeabf36225c780cf7bf746fcfe8859d962cb6dcfcabdf5f51d} of earnings!” (Enterprise Week) The lesson here is that you do not have to be mega brand to be worthwhile.
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