which serves independent seed dealers, agriculture retailers and farmers, had a firm grip on its market with no real competition in place. However, the company was aware of innovation threats – would-be competitors looking to make improvements to the concept that had become well-known among farmers and retailers. There was a significant need to look in the mirror, identify potential product improvements and create an improved product before someone else did.
Driving Innovation with a Proven Product
When an advancing but undefined competitive threat takes aim at your market share, it’s imperative to go quickly and think brightly.