الإبداع التمزيقى
لكريستنسن

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تأثير التقنية الحديثة (التغير الثوريّ) على وجود الشركة. شرح الإبداع التمزيقى من كلايتون كريستنسن. 97

بمساهمة : نيوسا هيروتا

ماذا يكون الإبداع التمزيقى ؟ الوصف

نموذج الإبداع التمزيقى من كلايتون كريستنسن نظرية يمكن استعمالها لتصف تأثير التقنية الحديثة (التغير الثوريّ) على وجود الشركة. اطلق كلايتون كريستنسن أول عبارة عن التكنولوجيا التمزيقيّة في 1997 ، في كتابه - ازمة المبتكر: عندما تسبّب التقنية الحديثة الفشل للشركات الكبرى
لقد أبدى فى هذا الوقت و للمرة الثانية ان كل التنظيمات قد ماتت او حادت عن صناعاتهم (بسبب عرض نموذج جديد للعميل) فقد يتراءى ان التمزيق يأتي ، ولا يمكن فعل اى شىء حتى فات الاوان.

بانجاز مثل ما تقوم به الشركات الجيّدة المفترض فعلهّ - من حيث التوجه للاكثر اكتسابا من العملاء وتوجيه الاستثمارات حيث يوجد هامش الربح أكثر جاذّبية - الرائد فى الصناعة المؤسس يصبحوا على ممر الإبداعات الباقى وبترك انفسهم معرضة للتمزيق التكنولوجي كى تدفنهم. هذا يحدث لأنّ عمليات استبدال الموارد من الشركات المؤسسة تصمّم لتزيد الأرباح من خلال الإبداعات الباقية ، التىّ أساسا تتضمّن التصمّبم الجيّد ومصيدة الفأر للعملاء الموجودة أو اختراق قطاعات من الاسوق . عندما يظهر إبتداعات تمزيقيّة (بشكل خاصّ ارخص ، ابسط للاستعمال من المنتجات الموجودة التى تستهدف النهاية المنخفضة أو العملاء الجديدة كلّيّا) ، تشل الشركات المؤسسة . لديهم الحث لاختراق الاسواق الرفيعة بدلا من الدفاع عن الجديدة او نهاية المنخفضة للأسواق ، وأخيرا فالإبتداع التمزيقي يحسن ، يسرق حصص التسويق الكثيرة ، ويستبدل بالمنتج السائد .

أنواع الإبداع

للشركات خيارين أساسيين عندما تبحث عن بناء نمو حديث للأعمال. يمكنهم المحاولة الأخذ بالاسواق الموجودة من المنافس المحصّنة من الابداعات الباقية. أو يمكنهم المحاولة للاخذ بالمنافسة من الابتداعات التمزيقيّة التى تخلق اسواق جديدة أو الأخذ بجذور اسوا العملاء.

هناك نوعين بارزين من الإبتداعات التمزيقيّة. يخلق النوع أولى سوق جديد باستهداف غير العملاء. يتنافس الثاني في النهاية المنخفضة من السوق المؤسّس .
 

أصل نموذج الإبداع التمزيقى . التاريخ

بحث ودراسات كريستنسن في هارفارد.

إستخدام طريقة الإبداع التمزيقى . التطبيقات

• كلّ أنواع الشركات - كما يمكن ان تتاثر بإبداع/تغير التكنولوجيا .

خطوات داخل الإبداع التمزيقى. العملية

• يبدي النموذج أنّ ، بما أنّ الاداءة المطلوب من العملاء فى السوق الموجود يزداد بمرور الوقت ، يتمّ كذلك توفير الاداء ضمن نموذج التكنولوجيّا. غالبا ما يكون لدى تحسين الاداء المتاح مسار مختلف عن مسار تحسين الاداء الذى يطلبه العميل - انظر الشكل. عندما يختلف انحدار المسار ، والاداء المتوفر يجاوز الاداء المطلوب ، فالتقنية الحديثة التى كانت اداء تنافسي فقط في الاسواق البعيدة وعالية المستوى قد تهاجر الى شبكة اخرى للعميل. مما يوفر مبتكرين والدفع بعملاء جديدة ، الذين حكموا على عروضهم على انها دون المستوى سابقا ؛ ويمكّنهم لتقديّم أسّس أسواق رئيسيةّ للمجموعة الجديدة من قيمة الاداء التى اصبحت الآن أكثر توافق من النموذج الحالى.
• يرتبط التمزيق والسلعة يدا بيد فى الواقع. الشركة التى تتجاوز فى الاستهداف ، لا تستطيع ببساطة ان تربح فالشركة التى تحسن المنتج إلى الدرجة الاكثر من جيّدة ستكفى العملاء أن تستخدمه و الدفع له. إمّا سيسرق التمزيق أسواقه ، أو ستسرق السلعة أرباحه. اثناء ميول الموجات الجديدة للتمزيق التى تتم فى الصناعة ، سيتم التوجه نحو المال عبر سلسلة القيمة بمرور الوقت. واثناء حدوث هذا، فالشركات التى تضع نفسها في بؤرة سلسلة القيمة وحيث يكون الاداء غير جيد بدرجة كافية ستنجح لتحقيق الربح.

حدود الإبداع التمزيقى. السيئات

• الإبداع التمزيقى يتطلّب عملية منفصلة إستراتيجية . هذه العملية ينبغي ان تكون طارئة ومركزة على الفرص الغير متوقعة ، و المشاكل والنجاح ، بدلا من التركيز على الفهم المطور عن ما الذى يعمل وماّ لا يعمل .
• بدلا من تصميّم المنتجات والخدمات التىّ تخاطب السلوك الحالي للعملاء الموجودة ، فالأهداف الموجهة للناس يجب ان تتوافق مع تصميم الابتكارات. فهم ما يحتاجه الناس حقّا بصفة عامة بعيد عن المتاح.
• الأعمال التمزيقيّة لا تستطيع تحقيّق أرباح عالية جدّا سريعة ، لطبيعتهم من حيث مخاطبة السوق الجديد ، أو مخاطبة النهاية المنخفضة للأسواق الموجودة كما تعتمد المغامرة بدرجة متزايدة على قليل من الصبر فى الأعمال لاستلاّم أرباح,.

افتراضات الإبداع التمزيقى. الشروط

تخاطر الشركات حتى الموت مع القرارات التى تتجاهل التكنولوجيا والتى لا تخاطب حاجات العملاء ، كما تصبح مميتة عند وجود مساران مثالان من تفاعل التقدم .

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

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

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

الإبداع التمزيقى المنتدى   Platform Disruptions Disruptive platforms are often much bigger than disruptive products. Some examples: Uber owns no vehicle, but is still the largest taxi company in the world Alibaba has no inventory, but is yet the greatest ...           The Resources-Processes-Values (RPV) Framework The resources-processes-values (RPV) framework is a useful tool to understand why big companies fail in responding to disruption: RESOURCES are usually assets like technology, fund and people. PROCESSES are how organisati...           Slow Innovation: PROs, CONs and Tips When we talk about innovation, we often associate it with disruptive innovation efforts / large-scale processes that change an organization�s business model or products quite radically. But, there is a slower form of innovation that needs attention a...           The 'Jobs to be Done' Approach to Driving Disruptive Innovation The theory of disruptive innovation helps companies navigate threats coming in the external environment. However, it fails to explain what companies should do to innovate. The theory of �Jobs to be Done� can be closely related to the theor...           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: PRODUCT/SERVICE: Product innova...         الاطلاع على 13 موضوعات أكثر بدء موضوع جديد

الإبداع التمزيقى المجموعة ذات الاهتمام المشترك المجموعة ذات الاهتمام المشترك

الإبداع التمزيقى تعلم & احداث للبحث عن التدريب و المحاضرات و الجديد فى الادارة

أفضل الممارسات - الإبداع التمزيقى العضوية المتميزة   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 العضوية المتميزة   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? 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: 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

المراجع - الإبداع التمزيقى العضوية المتميزة   أخبار التمزيقى الإبداع         أخبار التمزيقى تغيير         فيديو التمزيقى الإبداع         فيديو التمزيقى تغيير         عروض التمزيقى الإبداع         عروض التمزيقى تغيير         ويكيبيديا التمزيقى الإبداع         ويكيبيديا التمزيقى تغيير

قارن مع:  Product Life Cycle دورة حياة المنتج   |  Twelve Principles of the Network Economy الإثنا عشرة مبادئ من اقتصاد الشبكة   |  Bass Diffusion Model نموذج باز للانتشار   |  Ten Schools of Thought العشرة مدارس فى الفكر   |  Blue Ocean Strategy إستراتيجية المحيط الازرق   |  Positioning الوضعية   |  Innovation Adoption Curve منحنى التكيف مع الابتكار   |  Marketing Mix المزيج التسويقى   |  Forget Borrow Learn التغاضى, الاستعارة, التعلم   |  Four Trajectories of Industry مسارات تغير الصناعة الاربعة   |  Co-Creation الاتحاد فى الابتكار   |  Three Dimensional Business Definition تعريف الاعمال ثلاثى الابعاد

العودة لقائمة الادارة: التغير و التنظيم  |  التسويق  |  الاستراتيجية

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