ABSTRACT
New companies typically launch with a radical, market-changing idea, finding new, innovative ways to better meet customer needs. In the wake of the banking crisis, one school of thought is that it's time for companies to move away from short-term value creation to an increasing focus on mid- to longer-term value creation that is beneficial to society as a whole. Marketing's ability to create customer-led growth – by delivering both midand long-term growth while simultaneously protecting the core business – is pivotal to delivering this shift. In the short term, marketers need to protect the core by developing and launching a range of new, evolutionary products, services and marketing activities that continuously keep the brand fresh. In the longer term, marketers need to deliver step-change growth by building strong, distinctive brands that people are willing to pay more for – supported by a range of revolutionary new products and services that better meet consumer needs.
