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Marketbusters: 40 Strategic Moves That Drive Exceptional Business Growth by Ian C. Macmillan, Rita Gunther McGrath

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5

EXPLOIT INDUSTRY SHIFTS

SO FAR, you have looked for opportunities that lie in better understanding customers, in reconfiguring your offerings to various customer segments, and in changing the key ratios that dictate the profitability of a strategy. In this chapter, you’ll learn how firms have taken advantage of opportunities to capitalize on changes that affect all the competitors in their industries. The perspective here builds on a traditional preoccupation with industry-level phenomena, but instead of looking at them as relatively stable, we see them as dynamic. The idea is that when a major industry shift is in the works, the thundering herd will tend to move in the same direction. You can create significant advantages by playing the ...

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