Confronted with a rapid-changing market and fierce competition, all companies are faced with the question of how to survive, prosper and win in the new market economy. With his years of experience in marketing, the author of Asymmetric Innovation presents the inherent rules for the weak to overcome the strong, and provides readers with a systematic guidebook for putting theory into practice. This book, however, is also relevant to industry leaders. In fact, it really is a must for all CEOs, management consultants and entrepreneurs.