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实战类。Mcgrath是哥伦比亚大学商学院的教授，以“期权战略”在创业学和战略学领域都很有影响力。这本书是她针对创业模式和创业营销而写的。她的博客上还有很多具体的运用案例http://ritamcgrath.com/blog/。强烈推荐。
内容简介
If all firms face similar obstacles to profitable growth, how do some companies successfully burst through these barriers, leaving their competitors in the dust? Rita Gunther McGrath and Ian C. MacMillan argue that an answer to this question lies in MarketBusters. Best of all, the authors say, opportunities for identifying and executing such moves can be unearthed throughout a ...
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作者简介
If all firms face similar obstacles to profitable growth, how do some companies successfully burst through these barriers, leaving their competitors in the dust? Rita Gunther McGrath and Ian C. MacMillan argue that an answer to this question lies in MarketBusters. Best of all, the authors say, opportunities for identifying and executing such moves can be unearthed throughout a company's existing business platform - if managers know where and how to look for them. The authors practical tools and checklists to help leaders determine the best marketbusting move to use in a given situation. Vivid company examples illustrate the moves in practice, and clear guidelines aid managers in implementing their chosen moves effectively. Driving continuous growth is imperative for every leader in every industry."MarketBusters" is the field guide that will help them succeed. How do some companies manage to beat the odds and bust through the obstacles that make explosive growth so elusive? In this hands-on guide, Rita Gunther McGrath and Ian C.MacMillan identify powerful strategic moves they call "MarketBusters" - approaches that dramatically reconfigure profit streams in an industry, upend conventional competition, and ultimately deliver blockbuster growth. Based on insights from an extensive three-year study, they describe 40 proven marketbusting moves and outline 5 overall strategies companies have used to drive new growth: change the customer experience, reconfigure products and services, redefine key metrics, exploit industry shifts, and create a new marketspace.
MarketBusters是2005年由HarvardBusinessPress出版,作者RitaGuntherMcGrath。
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