McGrath cited re: Small Business Innovation
An LATimes.com article entitled: Maker of high-end amplifiers is playing to a small audience quotes Rita McGrath:
“Entrepreneurs focused on niche markets such as boutique amps, however, run an above-average risk of extinction, said Rita Gunther McGrath, an associate professor at Columbia University’s business school. They don’t have other lines of merchandise to fall back on, making it crucial that their primary product is top quality and outsells competitors. You’re so dependent on a fairly narrow customer market.”
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