Innovation is always perceived as something which is disruptive and may result into a new product, service or the business model. But that is not so true. Recently, I came across such non disruptive innovation at Mor Furniture. If we look at the furniture industry, it is a commodity business with low barriers to entry and competitive pricing. Most of the furniture is made in China and other third world countries and shipped to US in bulk containers. Furniture outlets go out of business every now and then and more often during the current economic crisis. Yet, Mor furniture in Kent, WA was packed compared to other furniture stores in the area just a couple of weekends ago. It makes one wonder about the secret behind Mor winning the business.
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