Actually MYOB was the industry standard before they did stuff businesses didn't like, xero came in at a cheaper angle and slowly chipped away market share. A2M doesn't have a ground breaking product, the protein has been known in industry for quite some time but they just separated it and marketed well. Where they really excelled was the timing of China population not trusting the baby milk powder and removal of the one child policy, A2M was in prime position. You should really know this simple stuff if you are holding a company like that.
Media Update, page-192
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