Giants & doors

For big, established consumer-products manufacturers, growing market share has become a bigger task than ever, as the rise of so-called challenger brands make inroads into mature markets. Strategy& Partner Andre Medeiros discusses this further in our collaboration with the FT.

Taking on challengers: how established consumer goods companies need to rethink their strategy in an evolving market

Emerging brands are competing across geographies and markets, often proving more effective than their bigger, older and more-established rivals as they respond to shifting consumer demand. How should big consumer brands respond to the challengers?

Who we are    Read the article on FT.com