Emerging Technologies

SUMMER 2010

V O L . 5 1 N O. 4

Constantinos C. Markides and Daniel Oyon

What to Do Against profuse Business Models
(When and How to Play twain Games at Once)

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REPRINT NUMBER 51413

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What to Do Against Disruptive Business Models (When and How
to PlayTwo Games at Once)
Fighting against a churning parentage standard by rolling out a arcminute origin model is one option for companies to consider. But to tiller that work, you need to avoid the trap of getting stuck in the middle.
BY CONSTANTINOS C. MARKIDES AND DANIEL OYON

THE LEADING QUESTION

Should companies adopt a second business model in their main market?
FINDINGS
Responding to a disruption by adopting a second business model in the comparable market can be an effective strategy. Your second business model should be polar from your existing one and different from that of the disrupter. Keep the two separate enough to avoid conflicts, except leverage potential synergies.





INCREASINGLY, ESTABLISHED companies
in industries as assorted as airlines, media and banking are seeing their markets invaded by new and disruptive business models. The success of invaders such as easyJet, Netflix and ING Direct in capturing market share has encouraged established corporations to respond by adopting the new business models alongside their established ones. Yet, despite the top hat of intentions and the investment of significant resources, most companies are unsuccessful in their efforts to compete with two business models at once. According to Michael door guard and other strategy theorists, managing two different business models in the same industry at the same time is ambitious because the two models (and their underlying value chains) can conflict with distributively other.1 For example, airlines selling tickets through the...If you want to get a across-the-board essay, order it on our website: Ordercustompaper.com



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