Marketbusters: 40 Strategic Moves That Drive Exceptional Business Growth by Rita Gunther McGrath & Ian C. Macmillan

Author:Rita Gunther McGrath & Ian C. Macmillan [McGrath, Rita Gunther]
Language: eng
Format: mobi
ISBN: 9781591391234
Publisher: Harvard Business Review Press
Published: 2005-02-16T14:00:00+00:00

MarketBuster Prospecting Within Predictable Industry Cycles

The great advantage of cyclical industries is that they are to some extent predictable. The great danger of such industries, however, is that individually rational behavior can lead to collectively absurd results—one of the reasons that cycles persist.8 Thus, if everyone invests to increase capacity, excess is likely to create incentives for predatory pricing and increased competition. At the same time, no red-blooded executive wants to defer investment in the next-generation plant or in the next great opportunity and then watch helplessly as competitors that benefit from occasional scarcity walk away with the profits. Real estate, semiconductor manufacturing, and insurance are all industries that are heavily cyclical.

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