Using the company of your choice, provide an example where the company used one of the seven common Winning Moves identified in this week’s lecture notes to expand their business. Why do you presume they elected to use this Move? What were some of the most significant challenges they faced, and what could they have done to better overcome these challenges?
Post your initial response by Wednesday, midnight of your time zone, and reply to at least 2 of your classmates’ initial posts by Sunday, midnight of your time zone.
Answer preview
Secondly, the company chose to use this strategy to add more brand value. Discontinuous innovation enables Amazon to establish a unique selling proposition for its product (DeTienne & Koberg, 2002). It allows the customers to pay higher for the product, thus allowing the company to differentiate itself from its rivals.
There are some challenges that Amazon experiences by taking this move. One challenge is that the company may invest much of its energy in coming up with groundbreaking products and fail to make necessary improvements to the previous products or existing challenges. Secondly, the company experiences the product flops. Some of the products like fire phones failed to make a groundbreaking move in the industry, thus resulting in losses. Discontinuous innovation helps Amazon to strengthen brand recognition and improve brand value. However, the company needs to make the necessary improvement to enjoy wider market share and excellent brand recognition. The company needs to undertake appropriate market research before producing and launching a particular product.
