Harvard Business Review - Growth Outside The Core


Expanding into adjacent markets is tougher than it looks; three-quarters of the time, the effort fails. Here’s how to change those odds dramatically.

About the authors:

Chris Zookis a director of Bain & Company and leads the firm’s global strategy practice. He is based in Boston.

James Allen is a Bain director in London and cohead of Bain’s global strategy practice. This article builds on ideas in Zook’s forthcoming book, Beyond the Core (Harvard Business School Press, 2004).
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