Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption
English | February 19, 2019 | ASIN: B07MWBS4WS | MP3@64 kbps | 11h 14m | 293.87 MB
Based on six years of research, Harvard Business School Professor Thales Teixeira shows how and why industries are disrupted and what established companies can do to respond – as well as what potential start-ups must master if they hope to gain a competitive edge.
As it turns out, there is a pattern to disruption in an industry, whether the disruptor is Uber, Airbnb, or a dozen other start-ups that have shaken up incumbents and threatened the status quo.
For disruptors to pose a threat to an industry, they have to successfully break the link in choosing, purchasing, or consuming a product or service. Upstarts, Teixeira shows, do not attempt to compete with or overtake a reigning incumbent company entirely. Instead, they work to peel away a portion of the consumer decision-making process, the way Birchbox offered women a new way to sample new beauty products from a variety of cosmetics and fragrance companies, without having to go to the Revlon or Estee Lauder store. Zipcar doesn’t attempt to compete head-to-head with GM but rather to offer people who need transportation an alternative way to get around, without owning a car themselves, or being responsible for fuel, maintenance, or insurance.
In a penetrating narrative filled with case studies and stories, Teixeira shows us how start-ups successfully disrupt industries – and what industry leaders must do to avoid being disrupted and protect their domain.