How to innovate like Mickey Mouse

01/12/2012 | InnovationManagement.se (Sweden)

When your core product starts to get commoditized, it's time to start thinking like the creator of Mickey Mouse, writes Howard Yu. Faced with DVD piracy in China, the Walt Disney Co. didn't try to fight the tide; instead, it branched out, developing hard-to-copy learning centers that drew on its expertise as a child-focused media group. "Disney did not simply come up with the right product; it moved into a new product category," Yu writes.

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