Innovazione Sconvolgente (Disruptive Innovation) (Christensen)

Centro di Conoscenza

   

Effetto di nuove tecnologie (cambiamento rivoluzionario) sull'esistenza di una azienda. Spiegazione di Innovazione Sconvolgente (Disruptive Innovation) di Clayton Christensen. ('97)

Contribuito da: Neusa Hirota

Indice

  1. Riassunto
  2. Forum
  3. Migliori Pratiche
  4. Expert Tips
  5. Risorse
  6. Stampa

Innovazione disgregativa di Clayton Christensen

Che cosa è la Innovazione Sconvolgente? Descrizione

Il modello di Disruptive Innovation di Clayton Christensen è una teoria che può essere usata per descrivere l'effetto delle nuove tecnologie (cambiamento rivoluzionario) sull'esistenza di una azienda. Clayton Christensen in primo luogo ha coniato tecnologie “disgregative„ di frase in 1997, in The Innovator's Dilemma di suo libro “: When New Technologies Cause Great Firms to Fail„.
Egli ha dimostrato che ripetutamente quasi tutte le organizzazioni che “sono morte„ o sono state rimosse dai loro settori (a causa di nuovo paradigma dell'offerta al cliente) avrebbero visto avvicinarsi la distruzione, ma non hanno fatto niente fino a che non fosse troppo tardi.


Facendo quello che le buone aziende devono fare - approvvigionarsi i clienti più redditizii e focalizzare gli investimenti laddove i margini di profitto sono più attrattivi - i leaders di settore vanno verso un percorso di Innovazioni Sostenibili e rimangono aperti affinchè le tecnologie sconvolgenti li seppelliscono. Ciò accade perché i processi di allocazione delle risorse delle aziende istituite sono designati per massimizzare i profitti con innovazioni sostenibili, che essenzialmente comportano la progettazione di sempre migliori trappole per i clienti esistenti o per comprovati segmenti di mercato. Quando le Disruptive Innovation (in genere versioni di prodotti esistenti meno costose e più semplice da usare che hanno come target clienti interamente nuovi) emergono, le aziende istituite si paralizzano. Esse sono quasi sempre spinte a servire le fascie più alte del mercato piuttosto che difendere questi nuovi mercati ed alla fine le innovazione sconvolgenti migliorano, rubano quote di mercato e sostituiscono il prodotto che prima regnava.


Tipi di innovazioni

Le aziende hanno due opzioni nel cercare di costruire nuove crescite per i business. Possono provare a prendere un mercato esistente da un concorrente radicato con innovazioni sostenibili. O possono provare a sopraffare un concorrente con Disruptive Innovation che creano nuovi mercati o si accaparrano i clienti peggiori.

Ci sono due tipi distinti di innovazioni disgregative. Il primo tipo crea un nuovo mercato mirando ai non consumatori. Il secondo compete nell'estremità inferiore di un mercato stabilito.
 

Origine del modello di Disruptive Innovation. Storia

 Ricerca e studi ad Harvard di Christensen.


Uso del metodo di Innovazione Sconvolgente. Applicazioni

  • Tutti i generi di aziende -  dal momento che tutti possono subire un effetto dall'innovazione/cambiamento di tecnologia.

Fasi in Disruptive Innovation. Processo

  • Il modello mostra che le performance richieste dai clienti di un mercato esistente aumentano col tempo, e allo stesso modo le performance fornite con un paradigma tecnologico. Il miglioramento delle performance ha spesso una traiettoria differente dalla traiettoria di miglioramento delle performance richiesta dai clienti (si veda la figura). Quando la pendenza delle traiettorie differisce e le performance fornite eccedono le performance richieste, le nuove tecnologie che erano soltanto performance competitive in nicchie di mercato remote possono migrare verso altre reti di clienti. Ciò fornisce agli innovatori un veicolo per raggiungere nuovi clienti, che precedentemente vedevano le loro offerte come inferiori alla media; e permette loro di offrire ai flussi principali del mercato un nuovo insieme di attributi delle performance che diventano più importanti dell' attuale paradigma.
  • La rottura e la commoditization vanno di pari passo. Un'azienda che oltrepassa, non può vincere semplicemente (un'azienda che migliora un prodotto al punto che diventa più che buono per i clienti e giustifica un premium price). O lo sconvolgimento ruberà i suoi mercati, o la commoditization ruberà i suoi profitti. Mentre le nuove onde di sconvolgimento si riversano su di un settore, il posto in cui si troveranno i soldi si sposterà nella catena del valore nel tempo. Mentre questo accade, le aziende che si posizionano in un posto della catena del valore in cui le performance non sono ancora abbastanza buone cattureranno il profitto.

Limitazioni di Innovazione Sconvolgente. Svantaggi

  • L'Innovazione Sconvolgente richiede un processo di strategia separato. Questo processo deve essere emergente e concentrato sulle opportunità impreviste, i problemi ed i successi, piuttosto che progettato e concentrato sulla comprensione migliorata di cosa funziona e cosa no.
  • Invece di progettare prodotti e servizi indrizzati all'attuale comportamento dei clienti esistenti, glihe  obiettivi di fondo della gente dovrebbero servire per informare il design delle innovazioni. Capire quello di cui la gente ha relmente bisogno è molto difficile.
  • I Business sconvolgenti non possono realizzare enormi profitti molto velocemente, a causa della loro natura (mirare a nuovi mercati, o alle estremità inferiori dei mercati esistenti). I capitalisti di impresa sono sempre più impazienti verso i profitti di un business.

Presupposti di Disruptive Innovation. Circostanze

 Le aziende rischiano la morte con decisioni che ignorano le tecnologie che non sembrano rispondere ai bisogni dei loro clienti, che diventano mortali quando due traiettoria paradigmatica di un progresso interagiscono.


Referenza Bibliografica: Clayton M. Christensen - The Innovator's Dilemma -

Referenza Bibliografica: Clayton M. Christensen - The Innovator's Solution -

Referenza Bibliografica: Clayton M. Christensen - Seeing What's Next  -


Innovazione Sconvolgente (Disruptive Innovation) (Christensen) Forum
  Innovazione e Marketing: un Gap Sempre più Ampio
Siamo al paradosso; più potenzialità..ma meno conoscenza di queste potenzialità...
Oggi la tecnologia ci mette a disposizione una potenzialità di mezzi e di canali di comunicazione mai avuta in precedenza eppure questa capacità di fuoco, questa ...
     
 
  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...
     
 

Innovazione Sconvolgente (Disruptive Innovation) (Christensen) Special Interest Group


Special Interest Group

Innovazione Sconvolgente (Disruptive Innovation) (Christensen) Corsi & Eventi


Corsi, Seminari ed Eventi


Migliori Pratiche - Innovazione Sconvolgente (Disruptive Innovation) (Christensen) 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
 
 

Risorse - Innovazione Sconvolgente (Disruptive Innovation) (Christensen) Premium
 

Notizie

Disruptive Innovazione
     
 

Notizie

Disgragativa | Sconvolgente Cambiamento
     
 

Video

Disruptive Innovazione
     
 

Video

Disgragativa | Sconvolgente Cambiamento
     
 

Presentazioni

Disruptive Innovazione
     
 

Presentazioni

Disgragativa | Sconvolgente Cambiamento
     
 

Di più

Disruptive Innovazione
     
 

Di più

Disgragativa | Sconvolgente Cambiamento
     

Paragonare a:  Ciclo di Vita del Prodotto  |  Dodici Principii della Network Economy  |  Modello di Bass Diffusion  |  Le Dieci Scuole di Pensiero  |  Strategia Blu Ocean  |  Posizionamento  |  Curva di Adozione dell'Innovazione  |  Marketing Mix  |  Dimenticare, Prendere in Prestito ed Imparare  |  Quattro Traiettorie di Cambiamento del Settore  |  Co-Creation Prahalad Ramaswamy  |  Definizione Tridimensionale del Business


Ritornare alla Disciplina di Gestione: Cambiamento & Organizzazione  |  Vendita  |  Strategia


Più Metodi, Modelli e Teorie di Gestione

Special Interest Group Leader

Lei qui


Tutto su 12manage | Pubblicitá | Collegati a noi | Privacy | Termini del Servizio
Copyright 2016 12manage - The Executive Fast Track. V14.1 - Ultimo aggiornamento: 9-12-2016. Tutto i nomi appartengono ai loro proprietari.