Authors: Bruce Guptill, Bill Kirwin

As new market segments mature, certain vendors will emerge as dominant players with the capability to shape and establish direction for that market. In this Strategic Perspective, we re-examine and refine Saugatuck’s Master Brand framework and definitions, paying close attention to two key characteristics that “make” Master Brands: Comfort  and Control within IT ecosystems, from customers to channels to partners to technologies.

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