Robust methods to identify new growth opportunities
YOUR SHAREHOLDERS DEMAND growth; your company needs growth; and your
career can suffer or soar because of how you drive growth--or don't.
While executives often talk about their great growth plans, very few of
these plans actually deliver real gains in growth and profitability. 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, McGrath and
MacMillan describe forty proven marketbusting moves and outline five
overall strategies companies have used to drive new growth:
- Change the customer's total experience: Make it simpler, faster, or
more beneficial for customers to buy from you
- Reconfigure your products and services: Transform your offerings to
make them clearly superior to competitors'
- Redefine your business and associated key metrics: Change how you do
business or how your customers do business in ways that dramatically
boost performance
- Anticipate or exploit industry shifts: Capitalize on changes before
competitors do
- Create a new market space: Trigger the emergence of a new market
Every marketbusting move is illustrated in practice through vivid
company examples--including cautionary tales that alert you to potential
pitfalls you may encounter. Action-oriented tools and checklists provide
concrete guidance in finding opportunities across your own business
platform, executing your chosen move successfully, and exploiting new
opportunities to maximize their bottomline impact. The book also
provides guidelines for avoiding common implementation challenges and
for developing the organizational alignment needed to smooth execution.
New opportunities for explosive growth are waiting to be unleashed.
MarketBusters is the field guide you need to develop a reliable,
robust approach to fueling continuous, profitable growth.
