Marketing as experimental innovation: succeeding via planned failure

Complements the previous article (p.33) and puts forward expeditionary marketing as the best way to opening up markets as they develop. Records as an example the successful Japanese company — JVC Matsushita (video recorders) — and RCA, US company, of failed video technologies. Posits that companies such as JVC, Sony and Toshiba progress by using successive approximation to advance in the market.