Geoffrey Moore is one of the most respected and bestselling names in business books. In his widely quoted Crossing the Chasm, he identified and addressed the greatest challenge facing new ventures. Now he’s back with a book for established businesses that need to learn how to adapt—or suffer the slow declines into marginalized performance that have characterized so many Fortune 500 icons in recent years.
Deregulation, globalization, and e-commerce are exerting unprecedented pressures on company profits. In this new economic ecosystem, companies must dramatically differentiate from their direct competitors—or risk declining performance and eventual extinction. But how do companies choose the right innovation strategy? Or overcome internal inertia that resists the kind of radical commitments needed to truly set the company’s offers apart?
Illustrating his arguments with more than one hundred examples and a full-length case study based on his unprecedented access to Cisco Systems, Moore shows businesses how to meet today’s Darwinian challenges, whether they’re producing commodity products or customized services. For companies whose competitive differentiation to the marketplace is still effective, he demonstrates how innovations in execution can help boost productivity, whether a company is competing in a growth market, a mature market, or even a declining market. For companies in danger of succumbing to competitive pressures, he shows how to overcome inertia by engaging the entire corporate community in an unceasing commitment to innovate and evolve.
For any business competing in today’s eat-or-be-eaten economic jungle, this groundbreaking guide shows not only how to survive, but also thrive.
Geoffrey A. Moore, Ph.D. is an author and business consultant. He has consulted for such notable companies as Salesforce, Microsoft, Aruba, and Intel. He studied literature at Stanford University and the University of Washington. His works include Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution, Inside the Tornado, and Escape Velocity.
Table of Contents
Acknowledgments vi Preface to Paperback Edition: Dealing With Darwin, Two Years Later xi Preface: What This Book is About and How it Came to Be xiii Foundational Models 1 The Economics of Innovation 5 Innovation and Category Maturity 13 Cisco's Product Portfolio 20 Innovation and Business Architecture 29 Cisco's Business Architecture 49 Managing Innovation 57 Types of Innovation 61 Managing Innovation in Growth Markets 73 Cisco Innovating in Growth Markets 100 Managing Innovation in Mature Markets 110 Cisco Innovating in Mature Markets 159 Managing Innovation in Declining Markets 168 Cisco Innovating in Declining Markets 183 Managing Innovation in Your Enterprise 192 Managing Inertia 201 Extracting Resources from Context 209 Cisco and Core/Context Analysis 226 Repurposing Resources for Core 235 Cisco and Resource Recycling 248 Managing Inertia in Your Enterprise 256 Glossary 261 Index 275
