Unlocking the customer value chain : how decoupling drives consumer disruption / Thales S. Teixeira with Greg Piechota.
Material type: TextEdition: 1 EditionDescription: 336 pages : illustrationsISBN:- 9781524763084 (hardback)
- HF 5415 T459
Item type | Current library | Collection | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
Books | Lagos Business School Library General Stacks | Non-fiction | HF 5415 T459 (Browse shelf(Opens below)) | Available | 2023-0510 |
Browsing Lagos Business School Library shelves, Shelving location: General Stacks, Collection: Non-fiction Close shelf browser (Hides shelf browser)
HF 5415 S775 Artificial intelligence for marketing : practical applications / | HF 5415 S847 Marketing channels | HF 5415 T325 Profitable customer care : win increased market share and boost profits | HF 5415 T459 Unlocking the customer value chain : how decoupling drives consumer disruption / | HF 5415 T476 International Dimensions of Marketing | HF 5415 T477 Market leadership strategies for service companies | HF 5415 T477 International marketing / |
"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"--
"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, Teixeria 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 to avoid being disrupted and protect their domain"--
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