As the life cycle matures, the behaviour of the leadership and the organisation under its guidance must change - often rapidly and dramatically. The behaviour that leads to success in one phase of the cycle will destroy value and position in another.

This workshop explores the underpinning dynamics of innovation and how market leaders use this knowledge to their advantage, not just in emerging markets but in those that are more mature too. Communication styles and messaging within the organisation and between the organisation and its markets are explored and many examples are given.