The Downside of Diversification

Leveraging programs, products, and services is a tremendous opportunity. Deriva- tives or spin-offs can expand your reach, while enabling you to meet your mission and margin objectives. They can even outperform the parent product (see my December 1998, March/April 1999, and June 1999 columns). But, while extensions often seem like a safe bet, the odds of winning may be longer than they look.

Introducing a new product is risky; 80 percent fail in a few years. The risks include channel

Register to view the full article

Register for MeetingsNet.com and gain access to premium content including the CMI 25 Listing, our monthly digital edition, the MeetingsNet app, live and on-demand webinars, and much more.

Already a member? .

Hide comments

Comments

  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Publish