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Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption

Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption
Hardcover
Edition:
1
Authors:
Thales S. Teixeira
Greg Piechota
Publisher:
Currency
Release Date:
2019
ISBN-10:
152476308X
ISBN-13:
9781524763084
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About Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption

"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…

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