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Why Small Businesses Are Starting to Win Again - The New Yorker
JANUARY 24, 2015
Small Is Bountiful
BY TIM WU

Farmers who sell, say, organic or free-range foods, cannot hope to compete based on price. Instead, they try to create consumers who won’t eat chicken produced by big companies for moral, health, or aesthetic reasons...The true-differentiation strategy seems to work best when scale, despite its efficiencies, also introduces blind spots in areas such as customer service, flavor, curation, or other intangibles not entirely consistent with mass production and standardization. Where getting big begins to hurt the product, small can be bountiful.

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it is a two-part problem. No. 1, the consumer and competitive marketplace is definitely shifting. For example, quality has evolved beyond just good ingredients, preparation and packaging. Basic quality is a given now; many consumers are looking for something extra: less mass-produced, natural, local.

No. 2, iconic food companies and their mature brands are not responding effectively. Large, established food companies and their brands are being managed as portfolios of revenue and profit streams with a short-term financial orientation, and not as companies that produce food products. Small companies, on the other hand, are being created and managed by people with a food orientation and passion.
small_business  size  scaling  Tim_Wu  Peter_Drucker  portfolio_management  Gulliver_strategies  differentiation  trends  breweries  beers  craftsmanship  artisan_hobbies_&_crafts  revenge_effects  blind_spots  personal_values  market_segmentation  mass_production  decreasing_returns_to_scale  aesthetics  eco-friendly  creating_demand  food  foodies  gourmet  large_companies 
january 2015 by jerryking
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