Market Mapping for Sustainable Growth

Innovation is crucial for business success, but it can be challenging to determine where to invest your resources for the best returns. Market mapping can help you locate your business in the market, see how it compares to competitors, and chart a path to success. To do this, Langdon Morris suggests starting with a matrix that maps market size and customization/differentiation. This will help you identify where your business is positioned, and how you can innovate to move it towards success. By examining successful companies like Wal-Mart and Ikea, Morris provides insights into how businesses can use market mapping to develop strategies for success.