Digital technology is simultaneously friend and foe, highly disruptive, yet it cannot be ignored.
Companies that fail to make use of it put themselves in the line of fire for disintermediation or even eradication. But digital technology is also the biggest opportunity to reposition incumbent product-making businesses by thinking about how they conceive, make, distribute and support the next generation of goods in the marketplace. With grounded skill, Reinventing the Product makes a stringent case for companies to rethink their product strategy, their product road map and their digital capabilities.