      Kellblog · 2006-04-27
      · 7343d
    

Product Positioning Strategy: Hybrid Products and Integration in Enterprise Software

Dave Kellogg examines effective positioning strategies for hybrid products that combine capabilities from different categories, using the RoboCop slogan as a framework. He analyzes successful examples like BusinessObjects 4.0 and MarkLogic, while cautioning that integration isn't always beneficial, citing failures like the car/boat hybrid.

2 metrics· Cited 0× in the knowledge base ·Open source ↗

Metrics in this report

Business Objects Revenue Growth

30M to 1B+$

growth range over time

Business Objects company during CMO tenure

MarkLogic Revenue Growth

0 to 80M$

achieved over

MarkLogic company during CEO tenure (six years)