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Seizing the White Space: Business Model Innovation for Growth and Renewal by A.G. Lafley, Mark W. Johnson

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4

The White Space Beyond

Creating New Markets

One does not discover new lands without consenting to lose sight of the shore for a very long time.

—André Gide

India is home to 16 percent of the world’s population—but to 28 percent of the world’s hair.1 This is a very good statistic if you happen to sell shampoo, and it’s one of the reasons why Hindustan Unilever has nearly tripled its sales and profits over the last five years.2 The company has for years been a market leader in personal care products, initially finding success among India’s rising middle class and then introducing a wide range of brands appealing to low-income market segments. Leadership in such a rapidly developing market might seem to guarantee a long run of growth. But by ...

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