Howard Yu is Professor of Strategic Management and Innovation at IMD, where he teaches in the Orchestrating Winning Performance program. His teaching and research activities focus on why and how some firms can sustain new growth while others cannot.

How to Break Out of the Commodity Trap: A Lesson from Mickey Mouse

Look at almost any industry and you will see companies struggling to differentiate what they have to offer from everything else in the marketplace. So it’s hardly surprising that one of the most common complaints I hear from senior executives is “My product is becoming commoditized. Is there a way out?”