Zerstörende Innovation (Disruptive Technologie)
Christensen

Wissenszentrum

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 

Forum Forumsdiskussionen über Zerstörende Innovation (Disruptive Technologie). Unten können Sie eine Frage zu diesem Thema stellen, Ihre Erfahrungen teilen, eine neue Entwicklung melden oder etwas erklären. Starten Sie ein neues Thema über Zerstörende Innovation (Disruptive Technologie) Teilen Sie hier Ihr Wissen (oder stellen Sie eine Frage)   Disruptive Change and HR Innovation is necessary and mandatory for a firm to be competitive in the current operating business environment. However, when introducing new ideas of doing business, new technology to support the ... 14   1 Kommentare WHAT is Being Innovated? The 4 Ps of Innovation There are actually 4 things or objects that one can innovate: ... 11   Timing is Important to Make an Innovative Idea Disruptive America had to be discovered more than once, until it really had been discovered. The Apple Newton was a superior answer to a question that people did not bother at that time. 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Expertentipps Erweiterte Einblicke zu Disruptive Innovation (Englisch). Hier finden Sie professionelle Ratschläge von Experten. Innovation Pitfalls Avoiding Innovation Traps Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006): 1. S... How to Find Good Product Ideas? List of 10 Approaches Discovering New-Product Ideas, Creative Approaches In his book “Product Leadership: Creating and Launching Superior New Products”, Robert Cooper suggests following ten way... Challenging the Existing Strategic Logic Finding New Markets A tool by Kim and Mauborgne is the "Four Actions Framework". This Four Actions Framework can be used to challenge the ex... The Simple-Cheap-Convenient Approach Addressing the Unmet Needs of Customers Based on Christensen’s model of disruptive innovation, Norton and Pine argue that experience innovation can effectively ... Distinguish Disruptive Technology Innovation From Disruptive Marketing Innovation! 2 Distinct Capabilities... It is necessary to distinguish between disruptive technology innovation and disruptive marketing innovation, since ther... How to Detect Consumer Needs that are Unmet? Product Innovation, New Product Development, Innovation Strategy In their article New Business Models in Emerging Markets" (Harvard Business Review, January-February 2011), Matthew J. E... Recent Innovation Trends | New Innovation Types Open innovation, User Innovation, Value Innovation, Bottom-up Innovation Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the las... Key Challenges of Internet Age for Management and for Product and Service Development R&D, Product Development, Service Development, Strategy, Marketing, Innovation, Visioning The Internet age represents a huge challenge for most businesses. Why? Because the Internet, wireless devices such as m... How to Think Differently in Innovation? How to Be Innovative, Innovative Thinking Strategy is always related with risk, due to market volatility. Also today´s volatility is increasing very fast. So inno... How to Design Experiments to Support Decision-making on Strategic Innovations Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide info... Classes of Innovation | Sources of Innovation Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy TWO CLASSES OF INNOVATION Innovation can be triggered or enabled by two broad classes: KNOWLEDGE PUSH: Innovation trig... How to Lead an Innovation Team Best Practices, Innovation Team Management In order to become a great innovation team leader, Ram Charan suggests in the article "P&G's Innovation Culture" (strate... Creating Organizations to Produce Breakthrough Innovations Best Practices, Critical Factors, Creating an Organization to lead Radical Innovation Since 50 years, the Pentagon’s Defense Advanced Research Projects Agency (DARPA) has been very successful in producing a... Innovating by Reconsidering Value Delivery Fundamental Innovation When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of... Three Critical Capabilities in Developing a Strategic Corporate Disruptive Innovation Competence (Disruptive) Innovation Competence, Strategic Innovation Capability, Corporate Strategy, Innovation Leadership Skarzynski and Rufat-Latre (2011) discovered that the successes of disruptive innovators are driven by 3 critical capabi... Big-Bang Disruption Technological Innovation BBD is a term coined by Accenture gurus Larry Drownes and Paul F. Numes. Technological innovation lately started out fr... What Makes a Company Innovative? Innovation Best Practices, R&D Best Practices, Corporate Innovation A futurethink 2006 Innovation Tracker Survey mentions: - Ability to create a climate that continuously fosters innovat... Why Large Firms are Having Difficulties to Deal with Disruptive Innovations Innovation Management Christensen explains why many firms, especially large firms, have trouble with adapting and thus with surviving when dea... Predecessor of Christensen Technology-driven Change Theory The theory of Disruptive Innovation was actually not created by Christensen. It was described by Thomas Hugues, MIT Pres... How BOP Countries Can Disrupt Western Markets Disruptive Innovation, Bottom of the Pyramid, Country-level Strategy After the Second World War, Japan started to develop fast as a result of their disruptive innovation strategy. This disr... Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation Today, organizations are increasingly developing and designing new and complex products or systems. In other words, the ... Misunderstandings on the Concept of Disruptive Innovations Technology Innovation In their paper “A Reflective Review of Disruptive Innovation Theory”, the authors mention three misunderstandings on the... Why Some Technology Revolutions Take Off and Others Don't Adoption of New Technologies Back in 1962, Thomas Kuhn wrote “Structure of Scientific Revolutions”, in which he suggested that the entrenched interes... Geographic Dimension to Explain Disruptive Innovation in Emerging Countries Disruptive Innovation in Emerging Countries In the past, it was generally thought that the Western countries were the main sources of innovation while developing co...

Informationsquellen Verschiedene Informationsquellen zu Zerstörende Innovation (Disruptive Technologie). Hier finden Sie Powerpoints, Videos, Nachrichten usw., die Sie in Ihren eigenen Vorträgen und Workshops verwenden können. Asymmetric Innovation Challenger or latecomer firms Presentation by Chris Wu on Asymmetric Innovation. The core concept of his new book steps from Clayton's Innovator's Sol... Disruptive Technologies Emergence of Competition Ron Adner and Peter B. Zemsky formalize the phenomenon of disruptive technologies that initially serve isolated market n... Introduction to Innovation and Disruptive Technologies Innovation Management, Innovation Strategy This presentations is an introduction into the concepts of Innovations and Disruptive Technologies. The following sectio... Explained: How can Innovative Players Beat Large, Established Firms? Disruptive Innovation, Innovation Strategy, Competition, Innovators Dilemma, Market Segmentation, Sustaining Innovation How is it possible that small entrants with limited resources can successfully compete with large, established firms tha... Prof. Clay Christensen Explains Disruptive Innovation Innovation Strategy, Strategic Marketing, Research and Development, Strategic Vision According to Professor Clay Christensen, a "disruptive innovation" is NOT a breakthrough innovation that makes good prod... Design Thinking for Innovation Innovation, Entrepreneurship, Design Thinking, CSR, Social Entrepreneurship, Social Innovation This presentation is about design thinking and the connection to social entrepreneurship. The presentation includes the ... Disruptive Innovation: Why Market Leaders Fail Disruptive Innovation, Innovation Strategy, Strategic Innovation, Product Development, Disruptive Technology In this animated video Prof. Robert Perrons explains Prof. Clayton Christensen`s Theory of Disruptive Technologies and h... Strategic Innovation Leadership Leadership, Strategic Leadership, Innovation Management Presentation about Strategic Innovation Leadership that includes the following sections: 1. Strategic Innovation Leader... Distinctive vs. Dynamic Capabilities Inside-out Business Strategy In this presentation it is about Distinctive Capabilities and Dynamic Capabilities. Distinctive Capabilities are present... Disruptive Innovation Diagram Innovation Management Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ...

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