Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution by Moore Geoffrey A

Author:Moore, Geoffrey A. [Moore, Geoffrey A.]
Language: eng
Format: mobi
ISBN: 9781101218396
Publisher: Penguin Group
Published: 2005-12-28T16:00:00+00:00

FOCUSING INNOVATION IN THE OPERATIONAL EXCELLENCE ZONE

We have said that to innovate in fractal markets one must add value at the customer-facing surface of offers while simultaneously extracting resources from the substrate. It is the second part of this formula that is the focus in the Operational Excellence Zone. We should acknowledge from the outset that mature-market competition mandates a fair amount of operational excellence just to keep up with the competition. We are not talking about that level of commitment here. To warrant mention in the discussion that follows, companies must have so excelled at one or another of the innovation types in this zone as to achieve significant differentiation leading to sustainable competitive advantage.

Innovation Types for Mature Markets

The Operational Excellence

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