Sunday, September 10, 2006

Complementary innovation at Michelin

Michelin marketing of both tires and tourist guides was recently the feature of an interesting discussion of complementary innovation on Nicholas Carr's Rough Type blog, found compliments of the Fortune Business Innovator Insider blog.

Carr asks five questions in assessing the potential of developing complementary products:

1. What complements are currently constraining demand in our markets?
2. What new product might boost demand for our core offerings?
3. Would our customers buy more if they had better information?
4. Would we learn valuable lessons by innovating in complements?
5. Do we have competitors whose fortunes are tightly tied to the price of complements?

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