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Seeing What's Next: Using the Theories of Innovation to Predict Industry Change by Erik A. Roth, Scott Anthony, Clayton Christensen

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CHAPTER THREE

STRATEGIC CHOICES

Identifying Which Choices Matter

Is disruption inevitable? What are the important decisions facing entrants? What initial market should they target? How should they design their organizations? What factors influence these sorts of decisions? How can an outsider observe them? What response strategies allow incumbents to fend off legitimate disruptive attacks? How can we evaluate the likely success of these response strategies?

The third part of our analytical process shows how to identify the important choices a firm makes and understand their implications. Assessing an entrant’s preparation regimen and its value network selection and evaluating whether an incumbent has earned its disruptive black belt allow us ...

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