Bike sharing community Martin Tod/Flickr

L'auto-perturbation créative

LAGUNA BEACH – Comme de nombreux lecteurs, je me souviens encore très bien de l'époque où Nokia était le principal acteur sur le marché des téléphones mobiles avec plus de 40%, quand Apple n'était qu'une entreprise d'informatique. Je me souviens quand Amazon n'était connue que pour les livres et des taxis sales ou des limousines haut de gamme comme seule alternative aux transports en commun ou à ma propre voiture. Et je me souviens de la concurrence mutuelle entre les Four Seasons, les Ritz Carlton et les St. Regis, pas avec Airbnb.

D'accord, je me fais peut-être vieux, mais je ne suis pas si vieux que cela. Ces changements ont eu lieu récemment et rapidement. Comment cela s'est-il produit ? Le rythme du changement va-t-il rester aussi rapide, ou bien va-t-il encore s'accélérer ? Et comment les entreprises doivent-elles répondre ?

Un secteur peut se transformer par des réformes de haut en bas au niveau économique, financier, politique et réglementaire. Mais les sociétés comme Airbnb, Amazon, Apple, et Uber illustrent un autre type de transformation : des acteurs avisés envahissent les secteurs apparemment sans rapport des concurrents et tirent brillamment parti de leurs possibilités énormes sans précédent. Fait important et contre-intuitif, cela sert donc leurs propres compétences de base, plutôt que celles du secteur qu'ils cherchent à perturber.

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