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ID:39839953
大小:2.13 MB
页数:7页
时间:2019-07-12
《How to Build Risks into your Business Model》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、HowtoBuildRiskintoYourBusinessModelSmartcompaniesdesigntheirinnovationsaroundmanagingrisk.byKaranGirotraandSergueiNetessine100HarvardBusinessReviewMay201111085May11GirotraLayout.indd100085May11GirotraLayout.indd10033/31/112:58:30PM/31/112:58:30PMHBR.ORGKaranGirotraisanassis-SergueiNetessineisth
2、etantprofessoroftechnologyTimkenChairedProfessorandoperationsmanage-ofGlobalTechnologyandmentatInsead.InnovationatInsead.nearly2008fourentrepreneursinParisployees;itnowsellsfurnitureandotherproductsinstartedMyFab,aninternet-basedfurni-fourmarkets,includingtheUnitedStates.tureretailerthatisdoing
3、moretochangeMyFabdidnotidentifynewmarketsegments,theindustrythananyothercompanynordiditdevelopnewproductsbasedonnovelsinceIKEA.Insteadofbuildinglargetechnology.Infact,itsproductsaresimilar—oftenstocksoffurniture,asitscompetitorsdo,nearlyidentical—tothoseofitscompetitors.LikeMyFabprovidesacatalo
4、gofpotentialDell,Zara,andZipcarbeforeit,MyFabhasprospereddesigns.Customersvoteonthem,andbyinnovatingitsbusinessmodel—thewayitoffersthemostpopularonesareputintopro-existingproductsorservicesthataddressexistingIductionandshippedtobuyersdirectlycustomerneedsusingexistingtechnologies.Veryfromtheman
5、ufacturingsites—withnoretailoutlets,oftenthiskindofinnovationturnsouttobemoreinventories,complicateddistribution,orlogisticsvaluableandtransformativethanproduct-ortech-networks.nology-driveninnovation,asreadersoftheworkofTheengagementandsocialaspectsofthevotingClayChristensenorInsead’sW.ChanKim
6、andRenéeattractedcustomersindroves,buttheymostlovedMauborgnewellknow.theprices.Bysimplifyingitssupplychainandpro-Butthere’saperennialproblemwithbusinessducingonlywhatcustomerswanted,MyFabwasmodelinnovation:Managersoftenfindithardertoabletoofferproductsatsignificantlylowercostthandeterminewhatch
7、angestothemodelwillworkthanestablishedfurnitureretailerscould.Injusttwowhetheranewproductortechnologywillcatchon.ILLUSTRATION:DAVEWHEELERyearsthecompanyhasgrowntomorethan100em-Sowhat’sthesecret?Howcancompaniessystem-May2011Harvard
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