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The Disappearing Middle Is a Real Market Threat – Here’s What Firms Can Do

The Disappearing Middle Is a Real Market Threat – Here’s What Firms Can Do

Knowledge@Wharton
Management | 12 June 2014
University of Pennsylvania

The Great Recession forced consumers to drastically rethink their purchase behaviors and, even though many have regained their financial footing in the five years since the downturn officially ended, those buying patterns have remained. As a result, more and more products are moving toward the “value” or “premium” ends of the spectrum, leaving a middle market that is struggling to remain relevant. In this opinion piece, Steve Carlotti, CEO of The Cambridge Group, a growth strategy consulting firm that is part of Nielsen, notes that companies need to “reset” their innovation efforts and think differently about scale in order to thrive in the new economy.

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