These subcategories probably identify populations at different risk to progress from IGR to overt DM, 7 with peculiar metabolic features, 8,9 cardiovascular risk profile 9,10 and death risk. 11 In ...

The insight that subcategories are the only way to grow began for Aaker with the observation that, in 35 years, the market share trajectory of Japanese beer brands changed in a meaningful way only ...

Why “must haves” are must haves. My book Owning Game-Changing Subcategoriesis based on the assertion that the only way to grow (with rare exemptions) is to create, position, and own new “must have” ...