Once this very difficult process is complete and thoroughly
tested at all levels of the company, one has a formula for focusing on innovation. Innovation in this case refers to the complete
spectrum of business activity, not just technical innovation.
Additionally, it is very important not only to recognize your
differentiation but also to test the sources of competitive innovation and its potential affect on your key differentia table position. Experience indicates that when your position is strong and
has a defensible position, even disruptive innovations will affect
only one part of a business model.
Replicating successful differentiation models is a key and
time-consuming tactic to successful strategic positioning. Markets are changing faster than ever experienced in the past. For
example, coatings and adhesives designed for rigid packaging
(metal cans, etc.) must change dramatically when a rigid package
loses to a flexible packaging design. Those formulators (and suppliers to formulators) who supplied an interior coating for a
beer/beverage can may lose business if it cannot bring a new
coating/adhesive system to the flexible beer pouch in this transfer dynamic. Equally important is being able to keep up with the
flexible packaging design change frequency versus the very slow-to-change rigid packaging changes.
Therefore, to be a successful market differentiator, constant
and rapid change in your markets must be accompanied by swift
learning and adjustment. CW
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