Disruptive Innovation (Подрывная инновация)
(Christensen)

Центр Знаний

Что такое Disruptive Innovation (Подрывная инновация)? Описание

Модель Disruptive Innovation (Подрывная инновация) Клейтона Кристенсена (Clayton Christensen) - это теория, которую можно использовать для описания влияния новых технологий (революционного преобразования) на функционирование фирмы. Клейтон Кристенсен впервые ввел термин «подрывные технологии» (disruptive technologies) в 1997, в своей книге «The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail».
Он показал, что почти все организации, которые вышли из бизнеса или были вытеснены из своих отраслей (из-за новой парадигмы клиентского предложения), смогли определить возникновение нарушения (disruption), но не предприняли ничего по этому поводу, пока не было уже слишком поздно.

Выполняя то, что эффективные компании должны делать - ориентироваться на самых прибыльных клиентах и концентрироваться на инвестиционных проектах с самыми привлекательными маржами прибыли - действующие лидеры отрасли идут по пути устойчивых инноваций (sustaining innovations) и остаются уязвимыми перед лицом подрывных технологий. Это происходит потому, что процессы распределения ресурсов в действующих компаниях организованы для того, чтобы максимизировать доходы посредством устойчивых инноваций, которые, в сущности, подразумевают создание все лучших аналогов для существующих клиентов или определенных рыночных сегментов. Когда подрывные инновации (как правило, более дешевые, простые в использовании версии существующих продуктов, которые фокусируются на дешевых или абсолютно новых сегментах) появляются, действующие компании оказываются парализованными. Они почти всегда склонны идти за состоятельным сегментом, а не защищать эти новые или дешевые сегменты; в конечном итоге, подрывная инновация развивается и постепенно захватывает большую долю на рынке, вытесняя лидирующий продукт.

Виды инновации

У компаний есть 2 основные альтернативы при поиске новых бизнес направлений. Они могут попытаться отнять долю на существующем рынке у действующего на рынке конкурента с помощью устойчивых инноваций (sustaining innovations). Или они могут попытаться бросить вызов конкуренту с помощью подрывных инноваций (disruptive innovations), которые создадут новые рынки или утвердятся среди самых непривлекательных клиентов действующих компаний.

2 отчетливых вида подрывных инноваций. Первый вид создает новый рынок, ориентированный на потребителей, не входящих в текущую клиентскую базу. Второй вид касается дешевого сегмента на сложившемся рынке.
 

Происхождение модели Подрывная инновация. История

Научно-исследовательская работа Кристенсена (Christensen) в Гарварде (Harvard).

Применение метода Подрывная инновация. Формы применения

• Все виды компаний - так как на них могут повлиять технологическая инновация/изменение.

Стадии в модели Подрывная инновация. Процесс

• Модель показывает что, по мере увеличения эффективности, требуемой клиентами на существующем рынке, повышается эффективность, обеспечиваемая в рамках технологической парадигмы. Часто улучшение эффективности имеет траекторию отличную от траектории улучшения эффективности, требуемой клиентами (см. изображение). Когда наклоны траекторий отличаются, и эффективность превышает требуемую эффективность, новые технологии, которые были конкурентноспособными только с точки зрения эффективности в незначительных сегментах рынка, могут сместиться в другие клиентские сети. Это обеспечивает инновационные компании способами достижения новых клиентов, которые бы ранее рассматривали их предложения как нестандартными; и позволяет им предлагать на устоявшихся рынках новую совокупность параметров эффективности, которые преобретают большую актуальность, чем текущая парадигма.
• Нарушение и коммодитизация, на самом деле, неразделимы. Компания, которая заходит слишком далеко, проигрывает. Либо нарушение приведет к потере части рынка, либо коммодитизация сведет на нет доходы. Вместе с развитием нарушения в отрасли, происходит миграция ценности в цепочке приращения стоимости. Таким образом, компании, эффективность которых из-за позиции в цепочке приращения стоимости была субоптимальна, могут начать фиксировать доход.

Ограничения модели Подрывная инновация. Недостатки

• Подрывная инновация требует отдельного процесса стратегии. Этот процесс должен быть эмерджентным и ориентированным на непредвиденные возможности, проблемы и успех, а не на намеренное и сфокусированное понимание того, что работает, и того, что нет.
• Вместо создания продуктов и услуг, которые ориентированы на текущее поведение текущих клиентов, цели потребителей должны подсказать дизайн инноваций. Однако понять реальные потребности людей далеко не так просто.
• Подрывные инновации не могут быстро достичь значительных доходов из-за ориентации на новые рынки или дешевые сегменты существующих рынков. Венчурные капиталисты нетерпеливы с точки зрения ожиданий в отношении доходов бизнеса..

Предположения модели Подрывная инновация. Условия

Компании рискуют выйти из бизнеса, игнорируя технологии, которые, как кажется, не отвечают на потребности клиентов, по мере того как они становятся фатальными при взаимодействии парадигматических траекторий.

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

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

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

Форум Новую Тема Форум об Подрывная инновация. The Jobs to be Done Approach (JTBD) and Disruptive Innovation BACKGROUND The theory of disruptive innovation helps companies navigate threats coming from their external environm (...) 23   9 комментария Disruptive Change and HR Innovation is necessary and mandatory for a firm to be competitive in the current operating business environment. Howev (...) 14   1 комментария WHAT is Being Innovated? The 4 Ps of Innovation There are actually 4 things or objects that one can innovate: 10   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 (...) 8   10 комментария 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 lead (...) 8   Asymmetric Innovation Asymmetric Innovation = Asymmetric Situation + Customer Value. Asymmetric Situation is a resulting none-direct-comp (...) 7   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 develope (...) 6   4 комментария Disruptive Innovation or Improved Technology? Disruptive innovation is only a means of improving existing products as it creates new, better and unexpected sets of va (...) 5   2 комментария Slow Innovation: PROs, CONs and Tips When we talk about innovation, we often associate it with disruptive innovation efforts / large-scale processes that cha (...) 5   Business Model Innovation Dear all fans of Clay! IPTV is probably and most likely a disruptive technology, but more important, is it feasible (...) 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 g (...) 4   9 комментария 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 worl (...) 4   1 комментария Is Value Innovation Disruptive Innovation? Should value innovation, the corner stone of Blue Ocean Strategy be considered disruptive innovation? (...) 4   7 комментария 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" (...) 4   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? (...) 4   3 комментария Leadership Skills / Approaches for Successful Innovation Innovation leadership requires other approaches than general leadership for the core business. Furr and Dyer (2014) outl (...) 4   34 комментария 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 (...) 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 b (...) 4   16 комментария 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 di (...) 4   1 комментария 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 (...) 3   2 комментария 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 n (...) 3   2 комментария 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 re (...) 3   5 комментария 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 usef (...) 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 (...) 3   Is Disruptive Innovation Radical? Disruptive Innovation is often incorrectly described as a radical rather than incremental change in technology. In fact, (...) 2   6 комментария Distinguishing Three Types of Innovation Christensen (2014) argues that investing in different types of innovation will influence markets and firms in different (...) 2   2 комментария Breakthrough versus Disruptive Innovation Breakthrough versus Disruptive Innovation - what's the difference? Is there a difference, necessarily? (...) 1   1 комментария Начать новую тему форума об Подрывная инновация. Дополнительная информация. Поделитесь своим мнением, знаниями и опытом или задайте вопрос (зарегистрируйтесь сначала бесплатно)

Лучшие Лрактики Темы для обсуждения с самым высоким рейтингом для обсуждения Подрывная инновация. Здесь вы найдете самые ценные идеи и практические предложения. 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 McKinse (...) 56   52 комментария Disruptive versus Incremental Innovation Typically, Incremental Innovation exploits existing forms or technologies... Improves upon something that already exists (...) 27   13 комментария Disruptive Innovation: Product versus Platform DISRUPTIVE PLATFORMS often have a bigger impact than disruptive products. Some examples: Uber owns no vehicle, (...) 25   14 комментария 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 (...) 22   7 комментария 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 te (...) 20   1 комментария Tips for Innovation Strategy As a part of corporate success factor development process, we have found a need to build up an "Innovation Strategy". Ca (...) 20   10 комментария Typical Disruptive Technologies It is important that business and policy leaders understand which technologies might matter to them and prepare accordin (...) 16   How to Develop Disruptive Innovation Skills? I believe disruptive innovation skills can be mostly taught. Beyond the associative skills which is cognitive, the (...) 15   4 комментария 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.< (...) 14   9 комментария 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 (...) 11   3 комментария How to Sustain Disruptive Innovation? After gaining entry into some (new) market segment through disruptive innovation, how do you SUSTAIN your position and g (...) 10   26 комментария 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 pr (...) 7   14 комментария 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 (...) 7   6 комментария The Hybrid Innovation Approach to Manage Technological Disruptions Companies need to carefully think about the timing and way to adopt technological disruptions. Adopting technological di (...) 5   5 комментария

Эксперт Советы Продвинутое понимание Disruptive Innovation (Английский). Здесь вы найдете профессиональные советы экспертов. Innovation Pitfalls Avoiding Innovation Traps Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006): 1. S (...) How Can Incumbents Respond to Disruptors? 5 Strategic Options in Reaction to Disruptors In recent years, the challenges to incumbent majors across industries have come mainly from low-cost competitors and fr (...) 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 (...) 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 (...) 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 (...) 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 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 (...) Innovating by Reconsidering Value Delivery Fundamental Innovation When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of (...) 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 (...) 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 (...) 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 (...) 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 (...) 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 (...) 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 (...)

Источники Информации Различные источники информации о Подрывная инновация. Здесь вы найдете PowerPoints, видео, новости и т.д., чтобы использовать в своих собственных лекциях и практических занятиях. 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 (...)

Ссылки на Исследования Автоматический переход к другим полезным источникам, касающимся Подрывная инновация. Новости Видео Презентации Книги Более

Сравните с:  Product Life Cycle (Жизненный цикл товара)  |  Twelve Principles of the Network Economy (12 принципов сетевой экономики)  |  Bass Diffusion Model (Модель распространения Bass)  |  Ten Schools of Thought (10 школ мысли)  |  Blue Ocean Strategy (Стратегия голубого океана)  |  Positioning (Позиционирование)  |  Innovation Adoption Curve (Кривая восприятия инноваций)  |  Marketing Mix (Маркетинг-микс)  |  Forget Borrow Learn (Забыть, занять, выучить)  |  4 Trajectories of Industry Change (Траектории изменения отрасли)  |  Co-Creation (Co-создание)  |  Three Dimensional Business Definition (Трехмерное определение бизнеса)

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