The Darwinian struggle of business keeps getting more brutal as competitive advantage gaps get narrower and narrower. Anything you invent today will soon be copied by someone else—probably better and cheaper.
Many companies thrive during the early stages of their life cycle, only to fall slack during periods of inertia and die out while others surge ahead. But as Geoffrey Moore shows, some notable companies have figured out how to deal with Darwin in their mature years—making changes on the fly while fending off challenges from every quarter.
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
