Unlocking the Customer Value Chain

How Decoupling Drives Consumer Disruption

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"Based on six years of research, Harvard Business School professor Thales Teixeira shows how and why industries are disrupted, and what established companies can do to respond -- as well as what potential startups must master if they hope to gain a competitive edge. As it turns out, there is a pattern to disruption in an industry, whether the disruptor is Uber, Airbnb or a dozen other startups that have shaken up incumbents and threatened the status quo. For disruptors to pose a threat to an industry, they have to successfully break the link in choosing, purchasing or consuming a product or se...