Challenginga global market leader is a bit like guerilla warfare, because the leader hastoo much mass and momentum to tackle face-to-face. One of the successfulmethods adopted by a challenger is to develop innovative, market drivingproducts that beat the leaders on their own turf.
Expert View: Venu Srinivasanand Ravinder Zutshi recount how their respective companies went from beingrelatively unknown concerns to positions of prominence and leadership byadopting crisis-based management, innovative processes and by winning consumersover through innovative products that fulfill their innermost aspirations.