Purpose – The article seeks to explain how companies seeking to fuel growth by entering new markets should analyze when it is wise to be an early mover, fast follower or late follower. Each option requires a different competitive strategy. Design/methodology/approach – The paper observes how...

Introduction : charting a roadmap to great ideas -- Understanding jobs to be done -- Jobs : what customers are trying to get done -- Job drivers : why customers have different jobs -- Current approaches and pain points : how customers look at today's solutions -- Success criteria : the...