Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Videos

Growth outside the core.

Chris Zook1, James Allen

  • 1Bain & Company, Boston, Massachusets, USA.

Harvard Business Review
|January 10, 2004
PubMed
Summary
This summary is machine-generated.

Corporate adjacency expansion often fails, but success is achievable. Companies can dramatically improve odds by building on strong core businesses and focusing on customer insights for repeatable growth strategies.

Related Concept Videos

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

Corrigendum to "A subunit-selective negative allosteric modulator of GluN1/GluN3A glycine-activated receptor" [Molecular Pharmacology 108 (2026) 100104].

Molecular pharmacology·2026
Same author

Outcomes of a UK day case shoulder arthroplasty pathway: Safety, patient satisfaction and cost-saving analysis.

Shoulder & elbow·2026
Same author

A subunit-selective negative allosteric modulator of GluN1/GluN3A glycine-activated receptor.

Molecular pharmacology·2026
Same author

A protocol for a randomized controlled comparative effectiveness trial of two brief interventions focused on social and cultural connectedness to reduce risk for suicide and substance misuse in young Alaska Native people.

BMC public health·2025
Same author

Predictors of reintervention following hydrodistension as a treatment for adhesive capsulitis : a multicentre retrospective study.

Bone & joint open·2025
Same author

Distal biceps injuries: an overview.

Injury·2025
Same journal

The Case for Capitation.

Harvard business review·2016
Same journal

How to Pay for Health Care.

Harvard business review·2016
Same journal

How to Preempt Team Conflict.

Harvard business review·2016
Same journal

The Secrets of Great Teamwork.

Harvard business review·2016
Same journal

Leading the Team You Inherit.

Harvard business review·2016
Same journal

Wicked Problem Solvers.

Harvard business review·2016
See all related articles

Area of Science:

  • Business Strategy
  • Market Expansion
  • Corporate Growth

Background:

  • Adjacency market expansion frequently results in failure, with a high rate of unsuccessful ventures.
  • Successful growth requires a strategic approach, moving beyond traditional market boundaries.

Purpose of the Study:

  • To identify key factors differentiating successful adjacency expansion from failures.
  • To provide actionable insights for companies seeking sustainable market growth.

Main Methods:

  • A five-year study analyzing corporate growth strategies and market expansion efforts.
  • Examination of successful and unsuccessful adjacency expansion cases across various industries.

Main Results:

  • Adjacency expansion success is strongly linked to leveraging robust core businesses with market leadership potential.

Related Experiment Videos

  • Identifying opportunities within a company's strongest customer base is a critical success factor.
  • Developing predictable, repeatable formulas for expanding core business boundaries enables consistent, profitable outperformance.

    • Conclusions:

    • Companies can significantly improve adjacency expansion success rates through disciplined strategic planning and customer-centricity.
    • Repeatable growth formulas, whether geographic, business model-based, or hybrid, are essential for sustained competitive advantage.