What happens when a company is faced with a unique problem of the market with the potential to change the way of doing business - a true violation of the market? It was a challenge for the European business group of Tyvek business HOUSEWRAP company DuPont. Adoption of the Kyoto Protocol, have created new challenges for the construction industry in the United Kingdom that DuPont team felt that they could meet. To comply with the Kyoto Protocol, the UK Government threatens fine utility companies and builders that do not adhere to the new emission standards. Deployment within Innovation radar, which encourages business to consider all matters of business system, which led to the successful implementation and sustainability of the business. European team Tyvek DuPont had to work out a solution at the intersection of several elements. For example: Who should be its purpose? How she must describe the value proposition of the product? Through what channels it can reach key decision-makers? How is it to overcome the inertia of the existing business system? "Hide
by Mark Jeffery, Robert Cooper, Scott Buchanan Source: Kellogg School Management 13 pages. Publication Date: January 1, 2006. Prod. #: KEL194-PDF-ENG
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