Commanding Growth: Creating New Market Categories in Shrinking Markets

How can your organization grow in a market that is itself not growing – or in a market that is in fact shrinking?

That was the challenge my marketing, sales, and research and development (RD) teams faced with our emergency medical services (EMS) equipment business at the turn of the millennium.

Our parent company, Stryker, launched the RUGGED ambulance cot in 1994. Sales grew nicely, meeting Stryker's mandatory 20 percent growth requirement, but after five solid years, momentum began to slow. As …
Source: Recruiter