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Smaller companies are thriving
Gone are the days of big companies outperforming the small. Today, most industries are being shaped by emerging smaller and mid-sized organizations, many of which out-innovate competitors that are much larger and more powerful. According to an IRI report from 2016, small and medium manufacturers accounted for more than 75% of all “New Product Pacesetter” companies and 64% of the growth in dollars. New challenger brands and dark horse competitors are having a profound impact on business and the broader culture.