Что дальше?: теория инноваций как инструмент предсказания отраслевых изменений

A Framework for Predicting Industry Winners and Losers

Every day, individuals take action based on how they believe innovation will change industries. Yet these beliefs are largely based on guesswork and incomplete data, and lead to costly errors in judgment.

Now, internationally renowned innovation expert Clayton M. Christensen and his research partners Scott D. Anthony and Erik A. Roth present a groundbreaking framework for predicting outcomes in the evolution of any industry. Based on proven theories outlined in Christensen's landmark books The Innovator's Dilemma and The Innovator's Solution, Seeing What's Next offers a practical, three-part model that helps decision-makers spot the signals of industry change, determine the outcome of competitive battles, and assess whether a firm's actions will ensure or threaten future success. Through in-depth case studies of industries from aviation to health care, the authors illustrate the predictive power of innovation theory in action.

A unique, "outside-in" perspective on industry change, Seeing What's Next will help executives, analysts, and investors develop invaluable intuition into the future that matters to them.

When an innovation is launched, it can change an entire industry and the firms operating therein in a potentially disruptive way. This book argues that it is possible to predict which companies will win and which will lose in a specific situation, and provides a practical framework for doing so. The first part of using theory to predict industry change involves understanding when to reasonably expect innovation to lead to the emergence of new companies or business models that could be harbingers of industry change.