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Seizing the White Space: Business Model Innovation for Growth and Renewal by A.G. Lafley, Mark W. Johnson

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8

Overcoming Incumbent Challenges

It’s the same each time with progress. First they ignore you, then they say you’re mad, then dangerous, then there’s a pause and then you can’t find anyone who disagrees with you.

—Tony Benn

Consider a fictional corporation, DogCorp, the world leader in the manufacture of high-quality dogs. DogCorp makes great dogs, cutting-edge dogs—the best, most efficient, most innovative dogs in the market. For years, sustaining innovations have allowed DogCorp to post steady growth and earnings, consistent success that has made it the company of choice for talented dog designers and managers throughout the industry. As its pack has grown, DogCorp has built a strong corporate canine culture.

One day, a fairly new manager ...

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