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Startups have the strength of understanding the consumers at a deeper level compared to corporates . Since they are less bogged with systems and processes , startups are better at customizing solutions or products for the consumers . This makes them masters at learning what the consumers really want , not what corporates believe the consumer wants .

getting access to new markets , they lack resources and partners and the financial muscle to quickly scale up .
Through collaboration both corporates and startups can mutually benefit . If harnessed properly , these differences and risks can create a win-win situation for both .
understanding the consumers at a deeper level compared to corporates . Since they are less bogged with systems and processes , startups are better at customizing solutions or products for the consumers . This makes them masters at learning what the consumers really want , not what corporates believe the consumer wants .
Corporate organizations have strengths such as capital muscle , access to markets , knowledge of those markets , human resources and economies of scale but weaknesses such as risk aversion , and limited or slow paced growth in mature markets . Standardized processes also slows down the decision making process and sometimes inhibits creativity .
Startups strengths include a high appetite for risk , agility , creativity , versatility , highly motivated teams and potential for rapid growth but they struggle with
Senorine Wasike is an innovation champion with over 10 years ’ experience in FMCG , currently working as the Innovation Commercialization Manager at Kenya Breweries Limited . You can commune with her on this or related matters via email at : Senorine . Wasike @ gmail . com www . sboresearch . co . ke
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