The article notes the importance to firms of creating new markets for
their products and services, and discusses several beliefs that
undermine this goal. The authors say firms err when they focus new
initiatives on existing customers instead of noncustomers. They cite
wine producer Yellow Tail and coffeehouse chain Starbucks as examples of
companies that created new markets without relying on technological
innovation. It is also argued that creating new markets does not require
the creative destruction of existing ones.