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Disruption Insight | Scale

Wayne Pan

Senior Consultant

Kantar Consulting

Wayne.Pan@kantarconsulting.com

 

Insight | Scale

 

Once an enabler,

scale can inhibit

brand success

 

Our clients are worried about their fundamental business models – that’s where disruption is powerful. Scale had been such an important filter for consumer product brands, but today, scale can prevent brands to taking advantage of interesting new opportunities. The information economy is shifting value away from economies of scale to economies of networks. As a result, category walls are falling down because the very way that consumers build their consideration sets is changing. True disruptors are shaking up the very parameters with which we’re defining and thinking about industries and categories.