The Momentum Effect: Mobilizing brainpower for efficient growth
Jean-Claude Larréché, the Alfred H. Heineken Chaired Professor of Marketing at INSEAD, spoke with INSEAD Knowledge and shared the results of his ten-year research project into what he calls “The Momentum Effect” a phenomenon that can lead to efficient self-sustaining growth.
“All of our research showed that when certain conditions were in place, some firms delivered dramatically superior growth using relatively fewer resources,” Larréché says. “We use the word ‘momentum’ to describe the way that some products don’t need to be pushed as hard as others and yet still deliver superior results because they have a momentum of their own.”
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