Why It Pays to Be a Category Creator
研究了美国100家增长最快公司的盈利能力，探讨了像Keurig咖啡机这样的公司如何通过创造新产品类别获得成功，并分析了高管对品类创造挑战的看法。
The article presents information on business models and growth strategies which incorporate category creation and the development of innovative products. Topics include studies on the profitability of the 100 fastest-growing U.S. companies; examples of companies such as the Keurig coffee machine manufacturer which created their own product category; and the attitudes of senior executives regarding the challenges of category creation. Competition from start-ups for the development of breakthrough innovations is discussed, along with the expense of category creation.