MGMT_632_Christensen_chap_1-4

MGMT_632_Christensen_chap_1-4 - The Innovators Solution...

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Mays Business School Copyright 2010: Mr. Brett Cornwell Copyright 2010: Mr. Brett Cornwell The Innovator’s Solution Chapter 1 and 2 Reading Assignment Concepts
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Mays Business School Copyright 2010: Mr. Brett Cornwell Copyright 2010: Mr. Brett Cornwell The Growth Imperative Companies must grow faster than expected Many fail Once growth stops it is hard to rekindle Existing companies face many hurdles Mid-level managers shape innovation through sifting the ideas Motivations are more short term They build upon what has succeeded in the past Key is to go after new customers
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Mays Business School Copyright 2010: Mr. Brett Cornwell Copyright 2010: Mr. Brett Cornwell Types of Innovation Sustaining Innovation Better products Sold to existing, attractive customers Incumbents have the advantage Disruptive Innovation Simpler, more convenient product Sells for less money Goes after new or unattractive customers New entrants have an advantage
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Mays Business School Copyright 2010: Mr. Brett Cornwell Copyright 2010: Mr. Brett Cornwell Reasons Disruption Works for New Entrant Target market is unattractive customers or non-consumption Incumbents likely will not fight for the market share Allows focus on serving a set of customer’s needs Low end customers get “good enough” products at low cost New customers get simplicity and convenience
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Mays Business School Copyright 2010: Mr. Brett Cornwell Copyright 2010: Mr. Brett Cornwell Two types of Disruption New-market Disruption
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This note was uploaded on 05/01/2011 for the course MGMT 689 taught by Professor Staff during the Spring '08 term at Texas A&M.

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MGMT_632_Christensen_chap_1-4 - The Innovators Solution...

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