Beyond the Core: Expand Your Market Without Abandoning Your Roots is a non-fiction book by American business consultant Chris Zook.

This strategy is less risky than diversification; however, it can still create a substantial competitive advantage because the growth is based on or relates to the pack of skills that the business already does best.

Zook bases his research on studying thousands of companies worldwide and interviewing CEOs of 25 top performers that have succeeded growing beyond their core businesses.

Zook states that companies that successfully push beyond their core businesses into adjacent areas can find this growth.

Strategists must integrate both of these growth options in order to pursue advantageous opportunities.—Review by Product Development and Management Association[4]