Innovazione Sconvolgente (Disruptive Innovation) (Christensen)

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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 

Forum Discussioni nei forum sul Innovazione Sconvolgente (Disruptive Innovation) (Christensen). Di seguito puoi porre una domanda su questo argomento, condividere le tue esperienze, segnalare un nuovo sviluppo o spiegare qualcosa. Inizia un nuovo argomento sul Innovazione Sconvolgente (Disruptive Innovation) (Christensen) Condividi le tue conoscenze qui (o fai una domanda)   🔥 NUOVO 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 p... 3   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 commenti 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. Likewise, Kodak inv... 9   10 commenti Leadership and Taking Action Don't forget the important point of taking action after all the theorising! Sometimes I think it's more down to the leadership of the company. If you stand on train tracks and see the train comin... 8   Blue/Innovate and Red/Disrupt An interesting exercise is to work through a product's feature set using both the Strategy Map of "Blue Ocean Strategy" (Kim & Mauborgne) and the disruputive thinking of Christensen. Blue... 6   Innovation Ideas in Economic Slowdowns Innovation has always been the hallmark of doing good business. A lot of products that we enjoy today that were developed by major corporations started out as innovative ideas. Numerous small business... 6   4 commenti 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 a... 5   2 commenti Comparison Disruptive Innovation versus Blue Ocean Strategy Is Disruptive Innovation a liitle more detail of Blue Ocean Strategy?? If not whats the difference between the two?... 5   3 commenti 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 ... 5   Business Model Innovation Dear all fans of Clay! IPTV is probably and most likely a disruptive technology, but more important, is it feasible to follow a disruptive strategy? Well, I think it's important to look at the bu... 5   Disruptive Innovation and Public Sector Organisations This model appears to describe the potential life cycle of a firm in market economies where profit maximisation is the goal. If public good is the goal as provided by public sector organisations then ... 4   9 commenti Is Value Innovation Disruptive Innovation? Should value innovation, the corner stone of Blue Ocean Strategy be considered disruptive innovation?... 4   7 commenti Paradigmatic Changes Require Re-orientation of Ones World Views So often there are changes which are semantic. My view is that paradigmatic changes require re-orientation of ones world views. That is very ambitious I know especially in the education field that I... 4   1 commenti 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:... 4   34 commenti Asymmetric Innovation Asymmetric Innovation = Asymmetric Situation + Customer Value. Asymmetric Situation is a resulting none-direct-competitive situation in favor of challengers who take a series of strategic actions... 4   A Disruptive Innovation Questions what we Don't Know 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 re... 4   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 energ... 4   16 commenti 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... 4   1 commenti 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 change... 3   2 commenti 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... 3   2 commenti 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 servi... 3   5 commenti 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’... 3   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 countri... 3   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 ma... 2   6 commenti 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 type... 2   2 commenti Breakthrough versus Disruptive Innovation Breakthrough versus Disruptive Innovation - what's the difference? Is there a difference, necessarily?... 1   1 commenti

Migliori Pratiche Gli argomenti migliori e più votati su Innovazione Sconvolgente (Disruptive Innovation) (Christensen). Qui troverai le idee più preziose e suggerimenti pratici. 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 prod... 56   52 commenti The Jobs to be Done Approach (JTBD) and Disruptive Innovation BACKGROUND The Theory of Disruptive Innovation helps companies capture opportunities and understand threats coming from their external environment. In particular for and from innovative entrepren... 28   13 commenti 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... I... 27   13 commenti Disruptive Innovation: Product versus Platform DISRUPTIVE PLATFORMS often have a bigger impact than disruptive products. Some examples: Uber owns no vehicle, but is now the largest taxi company in the world. Alibaba has no inventory, b... 25   14 commenti 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 mak... 22   7 commenti 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 considerati... 20   10 commenti Impact of the New Technology Our countries are not concerned by this issue because not developed. We are only getting negative impacts due to this technology development. However, I can add that theses negative impacts conce... 20   1 commenti Typical 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 a... 16   How can Incumbents Respond to Disruptors? The challenges to incumbent majors across industries have come mainly from low-cost competitors and from dotcoms (e.g. british Airways and KLM versus EasyJet and Ryanair, Merrill Lynch versus Charles ... 15   3 commenti 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 - q... 15   4 commenti Diversity of Perspective is Key to Disruptive Innovation “All new ideas are combinations of old ideas, but not all idea combinations are created equal,” writes Frans Johannsen. An HBR article by Johansson tells how Mick Pearce designed the Eastga... 14   9 commenti 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 Fra... 11   3 commenti 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 r... 10   26 commenti 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’... 7   14 commenti 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 or the Seiko of Circus… Let’s take a look first at the differe... 7   6 commenti 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... 5   5 commenti

Consigli degli Esperti Approfondimenti avanzati sul Disruptive Innovation (Inglese). Qui troverai consigli professionali di esperti. 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...

Fonti di Informazione Varie fonti di informazioni su Innovazione Sconvolgente (Disruptive Innovation) (Christensen). Qui troverai powerpoint, video, notizie, ecc. da utilizzare nelle tue lezioni e seminari. 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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