by Steffen Lauster, Elisabeth Hartley, and Samrat Sharma
Holding fast to the two myths that have long dominated strategy in consumer-oriented industries — that bigger companies win, and that one or two players control every product category — can get a firm into trouble. A capabilities-driven strategy can provide a better path to profit.
As simulation technologies transform the apparel shopping experience, retailers must decide how rapidly to embrace innovation. The Fits.me story demonstrates how challenging — and rewarding — an Internet marketing strategy can be.