With crowdsourcing services, lower wages, and improving designers in most emerging nations, multinational corporations must evaluate how to retool products to make them relevant to new markets. While core competence remains vital — differentiation offers a competitive advantage — firms must examine their organizational ambidexterity. They must be ready to let go, just as Kodak is doing on traditional cameras. They must be ready to go beyond their core competence and its associated core products and markets of today, which may be irrelevant tomorrow, to evolve and prosper. And the ability to do that may become a new core competence.

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