Stories about companies losing their market dominance often concentrate on the technology-disruption angle (e.g. how Apple’s iPhone destroyed Nokia’s mobile business). The same is true when new players shake entire sectors (e.g. how Uber’s app is causing havoc to the taxi industry). However, the story of Airbus Helicopters in North America reminds us that market leadership – and innovation – is first and foremost about customer focus.
Article first written for the People + Strategy blog of HRPS (USA). The Strategic Capability Network (Canada) also published the article on its blog.