Getting out of the rat race! IMD Professor Howard Yu discusses modularity and commoditization


– Business leaders are finding it increasingly difficult to distinguish their products or their offers on the market. To differentiate, organizations typically display new features – features that are then copied and reproduced by competitors. This is a process that launches an industry into a looping cycle where competitors never really succeed to progress. IMD Professor Howard Yu examined how companies can get out of the game without ending by examining the relationship between modularity and commoditization. He says companies need to reform their value propositions and better understand the customers' needs as they wish to get out of the rat race.

Video credits to IMD business school YouTube channel