Reprint No. 04205
Alexander Kandybin ([email protected]) is a principal with Booz Allen Hamilton in New York. He specializes in developing innovation strategies for clients in the consumer products and health-care industries.
Martin Kihn ([email protected]) is a senior associate with Booz Allen Hamilton in New York. He has worked in the consumer products, retailing, and media industries. His articles have appeared in the New York Times, New York, and Forbes.
Also contributing to this article were Booz Allen Hamilton Senior Vice President Cesare Mainardi, Principal Minoo Javanmardian, and Senior Associate Kolinjuwa Shriram.