Changing the Core of a Business to Thrive

A technology company that had pioneered classic products that had become brand names was deeply divided over whether to pursue new discoveries that were completely different from their founding technology and many patents.  Their attachment almost cost them their business as nimbler competitors began to develop new products using the new technology.  With Nova’s help, corporate leaders at multiple levels began to see how their attachments to a particular image of the firm, and their role as preservers of a technology heritage were going to destroy the company.  They quickly changed direction and their entire market positioning.  In the consumer products divisions, they changed what had been marketed as a hobbyists’ brand to a lifestyle image, with products that have continued to enjoy substantial market share in a rapidly changing and increasingly competitive market.