A recent McKinsey study looks at this a different way. It claims there may be a middle ground--one reaching new customers and building new revenue streams without abandoning key products or core competencies. It describes "white spaces," or markets that exist (perhaps unrecognized) between typical product categories. They "fuse consumer benefits" by combining "brands, technological breakthroughs or insights" in new ways. A decidedly non-technical example is the repurposing of traditional breakfast cereal into the "breakfast bar." The result? A new, highly profitable category--"on-the-go nutrition."

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