Model Overview Report

Harnessing The Category Lifecycle To Achieve Market Leadership

Successful Companies Lead Their Category By Helping It Grow And Evolve

January 29th, 2024
With contributors:
Amy Hayes , Laura Ramos , Ian Bruce , Barry Vasudevan , Shelby Muschler , Drew Zalucky


Companies don’t need to invent a new category, have the most innovative product, or hold the greatest market share to be regarded as a category leader. They need to play an active role in the life of a category, offer a bold point of view, and engage other marketplace constituencies — buyers, influencers, and ecosystem partners — in a dialog about the future of the category. Portfolio marketers should develop a strategy to evangelize, influence, and evolve their categories to help their companies become market leaders. This report provides an understanding of portfolio marketing’s role in the category lifecycle and methods for choosing a strategy for category leadership.

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