Metamorphoses: Market Archetypes, Innovation and Integrated Dynamics
Approximately 2000 years ago, the Roman poet Ovid wrote a classic poem called The Metamorphoses. The 15 books in the poem describe the creation and history of the world in terms of Roman and Greek mythology, where constant transformation of the gods takes place. Today products, activities, firms and indeed whole economies are increasingly witnessing another type of metamorphosis as both product life cycles and geography get compressed.
KeywordsMarket Share Integrate Model Product Life Cycle Innovative Product Strategy Space
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