Zerstörende Innovation (Disruptive Technologie)
Christensen

Wissenszentrum

   

Auswirkung neuer Technologien (revolutionäre Änderung) auf die Existenz eines Unternehmens. Erklärung der Zerstörende Innovation von Clayton Christensen. ('97)

Beigetragen von: Neusa Hirota

Inhaltsverzeichnis

  1. Zusammenfassung
  2. Forum
  3. Best Practices
  4. Expert Tips
  5. Quellen
  6. Drucken

Clayton Christensen zerstörende Innovation

Was ist Zerstörende Innovation? Beschreibung

Das Zerstörende Innovation-Modell von Clayton Christensen ist eine Theorie, die für das Beschreiben der Auswirkung neuer Technologien (revolutionäre Änderung) auf die Existenz eines Unternehmens verwendet werden kann. Clayton Christensen prägte zuerst die Phrase „zerstörende Technologien“ 1997, in seinem Buch „The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail".
Er zeigte, dass fast alle Organisationen, die „gestorben“ oder aus ihren Industrien verdrängt wurden (wegen eines neuen Paradigmas des Anbietens an die Kunden) die Zerrüttung kommen sehen konnten, aber nichts taten, bis es zu spät war.


Indem sie taten, was von guten Firmen erwartet wird - für ihre rentabelsten Kunden zu sorgen und Investitionen zu fokussieren, wo Gewinnmargen am attraktivsten sind - sind etablierte Industrieführer auf einem Weg des Stärkens von Innovationen und halten sich selbst für zerstörende Technologien offen, um sie zu begraben. Dieses geschieht, weil die Prozesse der Bereitstellung von Produktionsmitteln der etablierten Firmen entworfen sind, um Gewinne durch das Stärken von Innovationen zu maximieren, die im wesentlichen das Entwerfen von immer besser werdenden Mausefallen für vorhandene Kunden oder bewährte Marktsegmente einbeziehen. Wenn zerstörende Innovationen (gewöhnlich preiswertere, einfacher zu verwendene Versionen von vorhandenen Produkten, die auf das untere Marktsegment oder auf völlig neue Kunden zielen) auftauchen, sind etablierte Firmen gelähmt. Sie sind fast immer motiviert in das obere Marktsegment zu gehen anstatt diese neuen Märkte oder das untere Marktsegment zu verteidigen, und schließlich verbessert sich die zerstörende Innovation, stiehlt mehr Marktanteil und ersetzt das führende Produkt.


Arten der Innovation

Firmen haben zwei grundlegende Optionen, wenn sie versuchen, neue Wachstumgsgeschäfte zu errichten. Sie können versuchen, einen vorhandenen Markt von einem fest verwurzelten Konkurrenten mit dem Stärken von Innovationen einzunehmen. Oder sie können versuchen, auf einen Konkurrenten mit zerstörenden Innovationen einzuwirken, was entweder neue Absatzmärkte schafft oder bei den schlechtesten Kunden eines Amtsinhabers wurzeln schlägt.

Es gibt zwei eindeutige Arten zerstörender Innovationen. Die erste Art schafft einen neuen Absatzmarkt, indem man auf Nichtverbraucher zielt. Die zweite Art konkurriert am unteren Ende eines etablierten Marktes.
 

Ursprung der Zerstörende Innovation-Modells. Geschichte

Forschung und Studien Christensens in Harvard.


Gebrauch der Zerstörende Innovation-Methode. Anwendungen

  • Alle Arten von Firmen - die durch Technologieinnovation/-änderung beeinflusst werden können.

Schritte in der Zerstörende Innovation. Prozess

  • Das Modell zeigt, dass, während sich die Leistung, die von den Kunden eines vorhandenen Marktes verlangt wird, über die Zeit erhöht, sich auch die Leistung erhöht, die innerhalb eines technologischen Paradigmas bereitgestellt wird. Häufig hat die Leistungverbesserung, die bereitgestellt wird, eine andere Flugbahn als die Flugbahn der Leistungverbesserung, die von den Kunden verlangt wird (sehen Sie die Abbildung). Wenn die Flugbahnsteigungen sich unterscheiden und die Leistung, die bereitgestellt wird, die verlangte Leistung übersteigt, können neue Technologien, die nur in abgelegenen Marktnischen Leistungs konkurrierend waren, in andere Kundennetzwerke abwandern. Dieses versieht Innovatoren mit einem Vehikel zu neuen Kunden, die vorher ihre Angebote als unter der Norm entsprechend angesehen haben würden. und ermöglicht ihnen, etablierten Mainstream-Märkten einen neuen Satz Leistungswertattribute anzubieten, die jetzt relevanter als das gegenwärtige Paradigma sind.
  • Zerrüttung und Commoditization gehen tatsächlich Hand in Hand. Eine Firma, die übertreibt, kann einfach nicht gewinnen (ein Unternehmen, das ein Produkt zu dem Punkt verbessert, dass es mehr als gut genug ist, damit Kunden einen Aufpreis für das Verwenden zahlen). Entweder wird Zerrüttung seine Märkte stehlen, oder Commoditization wird seine Gewinne stehlen. Während neue Wellen der Zerrüttung über eine Industrie hinweg rollen, wird sich der Platz in der Wertkette über die Zeit verschieben, in dem Geld zu holen ist. Während dieses geschieht, werden Firmen, die sich an einem Punkt in der Wertkette positionieren, an dem die Leistung noch nicht gut genug ist, Gewinne erzielen.

Einschränkungen der Zerstörende Innovation. Nachteile

  • Zerstörende Innovation erfordert einen separaten Strategieprozess. Dieser Prozess muss wachsend und konzentriert sein auf unvorhergesehene Möglichkeiten, Probleme und Erfolge, anstatt auf verbessertes Verständnis, von dem was arbeitet und von dem was nicht arbeitet, beabsichtigt und konzentriert zu sein.
  • Anstatt Produkte und Dienstleistungen zu entwerfen, die gegenwärtiges Verhalten der gegenwärtigen Kunden adressieren, sollten die zugrundeliegenden Ziele der Leute das Design von Innovationen beraten. Zu verstehen, was Leute wirklich benötigen, ist jedoch nicht sehr einfach.
  • Zerstörende Geschäfte können große Gewinne nicht sehr schnell erzielen, aufgrund ihrer Natur (Adressieren neuer Absatzmärkte oder adressieren vom unteren Ende vorhandener Märkte). Wagniskapitalgeber sind in zunehmendem Maße ungeduldig, damit Geschäfte Gewinne liefern.

Annahmen der Zerstörende Innovation. Bedingungen

Firmen riskieren den Tod mit Entscheidungen neue Technologien zu ignorieren, die nicht scheinen, die Bedürfnisse ihrer Kunden zu adressieren, da diese fatal werden, wenn zwei paradigmatische Flugbahnen des Fortschritts interagieren.


Buch: Clayton M. Christensen - The Innovator's Dilemma -

Buch: Clayton M. Christensen - The Innovator's Solution -

Buch: Clayton M. Christensen - Seeing What's Next  -


Zerstörende Innovation (Disruptive Technologie)-Forum
  Leapfrogging Technologies by Developing Countries
Leapfrogging is a way for developing countries to benefit from earlier skills and advancements of the developed world by skipping altogether a technological stage. For example, many developing countries have implemented mobile technologies by going w...
     
 
  The Hybrid Innovation Approach to Manage Technological Disruptions
Companies need to carefully think about the timing and way to adopt technological disruptions. Adopting technological disruption too late can squander competitive advantages, but adopting it too early can be devastating as well. Rather than spell doo...
     
 
  Are Clayton Christensen’s Disruptive Innovation Characteristics Useful in Practice?
A recent write up published in MIT Sloan Management Review concludes that Disruptive Innovation theory is "not very useful" for making predictions based on research in which 77 cases from Christensen’s first two books (The Innovator’s Dilemma and The...
     
 
  What is Disruptive Innovation Exactly? Definition
A "definition" of Disruptive Innovation that's frequently quoted is one which is located on Christensen's website. It reads:
"DISRUPTIVE INNOVATION describes a process by which a product or service takes root initially in simple appli...
     
 
  Is Disruptive Innovation Radical?
Disruptive Innovation is often incorrectly described as a radical rather than incremental change in technology. In fact, one of the fundamental elements of Christensen’s work was to illustrate that market incumbents rather than entrants are mainly re...
     
 
  Ways to Incorporate Disruptive Innovation as Part of the Management Agenda
A few days ago I was in a conversation with Adam Hartung, who observed brand managers are constrained, as a matter of practicality, to focusing exclusively on sustaining innovation. They normally don’t focus on entirely new, disruptive innovation.
     
 
  Disruptive Innovation: What Causes the Creative Leap?
What causes the difference in magnitude of creative leap? One may create a quantum leap, but other innovations may not be that significant. Is there a process to manifest and channelize creative energy? Obviously many people were and are exist...
     
 
  Is Cirque du Soleil the iPhone or the Seiko of Circus?
An article about the Cirque du Soleil I recently read made me wonder whether we should think of Cirque du Soleil as the iPhone o...
     
 
  Better Input from Consumers Needed for Disruptive Innovation
Technological innovations bring positivity, a better quality of life. But have they considered those without access to normal technology, to achieve current level of innovation?
A little prudence must be used in terms of consumption, since there...
     
 
  The Word 'Disruptive' in Disruptive Innovation
I wonder if the term 'disruptive' is in fact the appropriate word.
If it's agreed that it means: unexpected, large scale, sudden, different approach innovation or large unexpected / clever changes to a product (or something similar) which will c...
     
 
  Disruptive Innovations Question our Knowledge
It's hard to change. This holds for organisations and people. A disruptive innovation questions what we know and exposes that we don't know, what we don't know.
It's an issue of complexity and requires a complex way forward of moving from certai...
     
 
  How to Sustain Disruptive Innovation?
After gaining entry into some (new) market segment through disruptive innovation, how do you SUSTAIN your position and growth...
Does that require other cycles of disruptive innovation, or will regular incremental innovation do?...
     
 
  Distinguishing Three Types of Innovation
Christensen (2014) argues that investing in different types of innovation will influence markets and firms in different ways. Therefore it is important to make a distinction between the different types of innovations, and when assessing them to use a...
     
 
  Leadership Skills / Approaches for Successful Innovation
Innovation leadership requires other approaches than general leadership for the core business. Furr and Dyer (2014) outline some unique leadership skills/approaches required for successful innovation:

1. RATHER THAN DICTATING...
     
 
  WHAT is Being Innovated? The 4 Ps of Innovation
There are actually 4 things or objects that one can innovate:
  1. PRODUCT/SERVICE: Product innova...
     
 
  12 Disruptive Technologies
It is important that business and policy leaders understand which technologies might matter to them and prepare accordingly. But which technologies could drive truly massive economic transformations and disruptions in the coming years? McKinsey recen...
     
 
  How to Develop Disruptive Innovation Skills?
I believe disruptive innovation skills can be mostly taught.
Beyond the associative skills which is cognitive, the other behavioral skills required to be a true innovator are discovery skills - questioning, observing, networking an...
     
 
  Disruptive Innovation or Improved Technology?
Disruptive innovation is only a means of improving existing products as it creates new, better and unexpected sets of values of products. Every modern organization should strive to maneuver by being able to identify trends and disruptors with the abi...
     
 

Zerstörende Innovation (Disruptive Technologie) Fachgruppe


Fachgruppe

Zerstörende Innovation (Disruptive Technologie) Bildung & Veranstaltungen


Finden Sie Trainings, Seminare und Veranstaltungen


Best Practices - Zerstörende Innovation (Disruptive Technologie) Premium
  How to Find Innovative Ideas? From Analogous Markets...
When trying to find innovative ideas for your organization, several studies have revealed that it is highly valuable to access expertise from outside your area of expertise. This is - according to Frane, Poetz and Schreier (2013) - because the degree...
     
 
  Innovation Strategy: The Three Horizons of Growth (McKinsey)
One of ways of thinking about innovation strategy is to use the 3 Horizons of Growth developed by Steve Coley at McKinsey.
The framework provides a useful mold to formulate an organization’s product and service portfolio strategy. It's a...
     
 
  Strategic Options for Old-Technology Firms
What should be the strategic response of old-technology firms when a promising new technology shows up? Typically firms respond by either
1. Fighting the new technology, or
2. Trying to make a transition to the new technol...
     
 
  Tips for Innovation Strategy
As a part of corporate success factor development process, we have found a need to build up an "Innovation Strategy". Can anybody give good hints or examples of what to or not to take into consideration?...
     
 
  Disruptive versus Incremental Innovation
Typically, Incremental Innovation exploits existing forms or technologies... Improves upon something that already exists or reconfigures an existing form or technology to serve some other purpose... It is other wise called marginal or continuo...
     
 

Expert Tips (ENG) - Disruptive Innovation Premium
 

How Can Incumbents Respond to Disruptors?

In recent years, the challenges to incumbent majors across industries have come mainly from low-cost competitors and from dotcoms (e.g. British Airwa...
Usage (application): 5 Strategic Options in Reaction to Disruptors
 
 
 

How to Find Good Product Ideas? List of 10 Approaches

In his book “Product Leadership: Creating and Launching Superior New Products”, Robert Cooper suggests following ten ways to great new-product ...
Usage (application): Discovering New-Product Ideas, Creative Approaches
 
 
 

Innovation Pitfalls

Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006):
1. STRATEGY MISTAKES - Seeking...
Usage (application): Avoiding Innovation Traps
 
 
 

Challenging the Existing Strategic Logic

A tool by Kim and Mauborgne is the "Four Actions Framework". This Four Actions Fr...
Usage (application): Finding New Markets
 
 
 

The Simple-Cheap-Convenient Approach

Based on Christensen’s model of disruptive innovation, Norton and Pine argue that experience innovation can effectively disrupt traditional competitor...
Usage (application): Addressing the Unmet Needs of Customers
 
 
 

Distinguish Disruptive Technology Innovation From Disruptive Marketing Innovation!

It is necessary to distinguish between disruptive technology innovation and disruptive marketing innovation, since there is no perfect interaction an...
Usage (application): 2 Distinct Capabilities...
 
 
 

How to Detect Consumer Needs that are Unmet?

In their article New Business Models in Emerging Markets" (Harvard Business Review, January-February 2011), Matthew J. Eyring, Mark W. Johnson, and Ha...
Usage (application): Product Innovation, New Product Development, Innovation Strategy
 
 
 

Key Challenges of Internet Age for Management and for Product and Service Development

The Internet age represents a huge challenge for most businesses. Why?
  1. Because the Internet, wireless devices such as mobile phones in co...
    Usage (application): R&D, Product Development, Service Development, Strategy, Marketing, Innovation, Visioning
 
 
 

Recent Innovation Trends | New Innovation Types

Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the last decade. These recent inno...
Usage (application): Open innovation, User Innovation, Value Innovation, Bottom-up Innovation
 
 
 

How to Think Differently in Innovation?

Strategy is always related with risk, due to market volatility. Also today´s volatility is increasing very fast. So innovate thinking is a must...
Usage (application): How to Be Innovative, Innovative Thinking
 
 
 

How to Lead an Innovation Team

In order to become a great innovation team leader, Ram Charan suggests in the article "P&G's Innovation Culture" (strategy+business, Autumn 2008, Issu...
Usage (application): Best Practices, Innovation Team Management
 
 
 

Innovating by Reconsidering Value Delivery

When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of the perspectives is how compa...
Usage (application): Fundamental Innovation
 
 
 

Creating Organizations to Produce Breakthrough Innovations

Since 50 years, the Pentagon’s Defense Advanced Research Projects Agency (DARPA) has been very successful in producing an incredible amount of breakth...
Usage (application): Best Practices, Critical Factors, Creating an Organization to lead Radical Innovation
 
 
 

How to Design Experiments to Support Decision-making on Strategic Innovations

The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide information about past beha...
Usage (application): Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes
 
 
 

Classes of Innovation | Sources of Innovation

TWO CLASSES OF INNOVATION
Innovation can be triggered or enabled by two broad classes:
  1. KNOWLEDGE PUSH: Innovation triggered...
    Usage (application): Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy
 
 
 

Why Large Firms are Having Difficulties to Deal with Disruptive Innovations

Christensen explains why many firms, especially large firms, have trouble with adapting and thus with surviving when dealing with external disruptive ...
Usage (application): Innovation Management
 
 
 

Big-Bang Disruption

BBD is a term coined by Accenture gurus Larry Drownes and Paul F. Numes.
Technological innovation lately started out from the low-end. Initially ...
Usage (application): Technological Innovation
 
 
 

What Makes a Company Innovative?

A futurethink 2006 Innovation Tracker Survey mentions:
- Ability to create a climate that continuously fosters innovation
- Creative think...
Usage (application): Innovation Best Practices, R&D Best Practices, Corporate Innovation
 
 
 

Three Critical Capabilities in Developing a Strategic Corporate Disruptive Innovation Competence

Skarzynski and Rufat-Latre (2011) discovered that the successes of disruptive innovators are driven by 3 critical capabilities, which are important le...
Usage (application): (Disruptive) Innovation Competence, Strategic Innovation Capability, Corporate Strategy, Innovation Leadership
 
 
 

Predecessor of Christensen

The theory of Disruptive Innovation was actually not created by Christensen. It was described by Thomas Hugues, MIT Press in 1984 in the paper "The Ev...
Usage (application): Technology-driven Change Theory
 
 
 

How BOP Countries Can Disrupt Western Markets

After the Second World War, Japan started to develop fast as a result of their disruptive innovation strategy. This disruptive innovation process init...
Usage (application): Disruptive Innovation, Bottom of the Pyramid, Country-level Strategy
 
 
 

Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping

Today, organizations are increasingly developing and designing new and complex products or systems. In other words, the complexity of the design proce...
Usage (application): Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation
 
 
 

Misunderstandings on the Concept of Disruptive Innovations

In their paper “A Reflective Review of Disruptive Innovation Theory”, the authors mention three misunderstandings on the concept of disruptive innovat...
Usage (application): Technology Innovation
 
 
 

Why Some Technology Revolutions Take Off and Others Don't

Back in 1962, Thomas Kuhn wrote “Structure of Scientific Revolutions”, in which he suggested that the entrenched interests in an old paradigm will res...
Usage (application): Adoption of New Technologies
 
 
 

Geographic Dimension to Explain Disruptive Innovation in Emerging Countries

In the past, it was generally thought that the Western countries were the main sources of innovation while developing countries were seen as recipient...
Usage (application): Disruptive Innovation in Emerging Countries
 
 

Quellen - Zerstörende Innovation (Disruptive Technologie) Premium
 

Nachrichten

Zerstörend Innovation
     
 

Nachrichten

Zerstörend Veränderung
     
 

Videos

Zerstörend Innovation
     
 

Videos

Zerstörend Veränderung
     
 

Präsentationen

Zerstörend Innovation
     
 

Präsentationen

Zerstörend Veränderung
     
 

Mehr

Zerstörend Innovation
     
 

Mehr

Zerstörend Veränderung
     

Vergleichen Sie mit:  Produktlebenszyklus  |  Zwölf Prinzipien des Netzwerkökonomie  |  Bass Diffusion-Modell  |  Zehn Denkschulen  |  Blaue Ozeane-Strategie  |  Positionierung  |  Innovationen Adoptionstheorie  |  Marketing-MixVergessen Leihen Lernen  |  Four Trajektorien der Industrieveränderung (Vier Trajektorien der industriellen Änderung)  |  Co-Creation  |  Dreidimensionale Geschäftsdefinition


Zurück zur Managementdisziplin: Veränderung & Organisation  |  Marketing  |  Strategie


Mehr Managementmethoden, Modelle und Theorie

Special Interest Group Leader

Sie hier


Über 12manage | Werbung | Verlinken Sie uns | Datenschutz | Rechtlicher Hinweis
Copyright 2016 12manage - E-Learning Gemeinschaft zum Thema Management. V14.1 - Letzter Update: 2-10-2016. Alle Namen tm durch ihre Inhaber.