Innovating with Less

Ryanair, differentiated by cutting services and price. In other words, they gave less to customers who where looking for less which in turn took customers from the undifferentiated coopetition among existing airlines.

Similarly Toyota and other foreign car makers initially attacked the dominate Big Three US car makers buy offering less, ie. smaller, vehicles at a lower price.

Less is a valuable strategy when an industry suffers from coopetition and low rivalry.

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