Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption
Thales S. Teixeira · Greg Piechota
feb. 2019 · Penguin Random House Audio · Carte narată de Tom Weitzel
headphones
Carte audio
11 h 14 min.
Completă
family_home
Eligibilă
info
reportEvaluările și recenziile nu sunt verificate Află mai multe
Vrei un fragment de 10 min.? Ascultă oricând, chiar și offline.
Adaugă
Despre această carte audio
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 startups 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 startups 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 startups successfully disrupt industries--and what industry leaders must do to avoid being disrupted and protect their domain.
Includes a bonus PDF of figures and tables
As it turns out, there is a pattern to disruption in an industry, whether the disruptor is Uber, Airbnb, or a dozen other startups 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 startups successfully disrupt industries--and what industry leaders must do to avoid being disrupted and protect their domain.
Includes a bonus PDF of figures and tables
Despre autor
Thales Teixeira is the Lumry Family Associate Professor of Business Administration at HBS. His work has been published widely in scholarly journals such as Journal of Advertising Research, Journal of Marketing Research, and Marketing Science, as well as in Forbes, the Economist, the New York Times, and Harvard Business Review. Before joining HBS, Teixeira consulted with Microsoft, HP, and Prudential, and he has given stragetic counsel to Nike, Unilever, and countless tech startups.
Evaluează cartea audio
Spune-ne ce crezi.
Informații privind audiția
Smartphone-uri și tablete
Instalează aplicația Cărți Google Play pentru Android și iPad/iPhone. Se sincronizează automat cu contul tău și poți să citești online sau offline de oriunde te afli.
Laptopuri și computere
Poți citi cărțile achiziționate de pe Google Play utilizând browserul web al computerului.
