The Case for Selling Products that Adapt

Many companies make money by selling goods that need to be
constantly replaced; think fast fashion, or tech devices that come
out in new versions each year. But according to Vijay Govindarajan,
professor at Dartmouth's Tuck School of Business, smart
organizations are increasingly eschewing that strategy for one
focused on products that grow with the consumer through creative
design or software updates. He shares several examples and explains
how this approach can deliver more value for the buyer – and for
the business – over the long term. Govindarajan is the coauthor of
the HBR article "Design Products That Won't Become Obsolete."