Fast Second challenges the conventional wisdom that pioneering new markets is the clearest path to success. In this thought-provoking work, renowned strategy thinkers Constantinos Markides and Paul Geroski reveal that established companies often have a strategic advantage as "fast seconds" – they leverage the blueprint created by innovators and then scale these opportunities more efficiently. The authors dissect the dynamics of emerging markets and explain how companies can sidestep the inherent risks of radical innovation by refining existing business models to capture market dominance. Drawing on insightful case studies from industry giants such as Microsoft, Amazon, and Canon, Fast Second explores when and how businesses should strategically enter new markets. Through a careful analysis of market positioning and the execution of scaling strategies, Markides and Geroski provide a compelling argument for the benefits of measured speed over first-mover advantage. This engaging guide offers valuable perspectives for anyone looking to secure a competitive edge in today's rapidly evolving business landscape.
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