Creating a Product Strategy
Issue 2, 1993

Surely every business has a product strategy - right? Wrong! A product strategy is much more than a list of specific product actions over time. It is an explicit route-map designed to guide a company in its efforts to develop and market products that build sustainable competitive advantage and meet its growth and profit objectives. A good product strategy maximizes both customer satisfaction and profits - while stating the firm's priorities so clearly that every function can refer to it at any time for practical operational guidance.