Marketing Manager : Is The Disruptive Thinking

Innovation and creativity within the context of a firm’s customer’s provide the basis for establishing and developing strong customer relationships, as well as continual business growth and success. Industry leaders represent good examples that demonstrate just how important customers are towards creating value for the firm; such is the case with Australia’s airline industry where Qantas, one of the largest and most reputable brands, continuously re-evaluates their marketing strategies in order to stay ahead of the competition.

The second objective is to find disruptive innovations that threaten the product roadmap and which, ideally, can be incorporated into corporate strategy to yield a competitive advantage [3].

These activities could be done differently, in that they could use traditional fast-food prep methods or even make the food behind walls in the kitchen. However, this would change the customer experience and somewhat diminish their brand. Customers wouldn't have the sense of comfort seeing the food being prepared openly, and maybe question their quality as being comparable to that of fast food (Taco Bell). They could also change their ordering process, where customers would order and pay in one step rather then move down a line. However, in this system customers would be less involved in the process, and may feel like they are waiting around for their food. I wouldn't recommend making any of these changes to Chipotle's main activities. Being able to see everything going on and the quick and efficient order fulfilling process is what makes Chipotle strategy the gold standard for fast food chains.

The places that innovative ideas come from can vary. The innovation process involves creativity of the mind. The ideas that surround innovation come from employees, customers, competitors and even your suppliers. Anything that deals with innovation is challenging. The purpose of this report is to identify the sources of innovation, how it affects industries and to evaluate disruptive innovation.

is the Robert and Jane Cizik Professor of Business Administration at Harvard Business School and the architect of and the world’s foremost authority on disruptive innovation. “Businesses worldwide have been guided and in uenced by e Innovator’s Dilemma and e

In this essay I will describe and explain the causes and consequences of disruptive innovation. Firstly I will write about what dualism is, why it is important and how to achieve it. I will continue with describing difficulties, which may occur on a company’s path towards it, namely overshooting and inability to recognize the start of a new industry cycle. Further on, I will go deeper in the reasons, why incumbents fail to recognize the new entrants on the market, specifically “attack from below” and other discontinuous patterns of change. In the end I will describe some of the responses taken by established companies to disruptive technologies.

Unit No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Unit Title Marketing management – an introduction Marketing environment Marketing with other functional areas of management Market segmentation Market targeting and positioning Product management Brand management Pricing Channel design and management Retailing and Wholesaling Integrated Marketing Communication Advertising management Sales promotion Personal selling Public relations Understanding individual consumer behaviour Understanding industrial consumer behaviour Customer satisfaction Customer relationship management Marketing of services Rural marketing Types of marketing research Process of marketing

3. Eddy's Ice Cream developed a line of whole fruit sorbets targeted at people who are loyal Eddy's consumers, but dislike all the fat and calories in

Other companies have used Disruptive Innovation to come in at the bottom of a market and focus on a lower cost and change the way consumers purchase goods and services, changing the market forever. One of the best examples of this type of Disruptive Innovation was Toyota. Toyota came into the American market and offered inexpensive cars that offered very view features and small 4 cylinder engines. At first many consumers turned their nose up to the Toyota products. But some consumers bought the Toyota because they were a cheaper option for automobile transportation. When more customers started to purchase Toyotas and the company was able to establish a solid footing in the American Business market and they started to change the model of their business. Toyota started to offer higher end cars and eventually moved into the luxury automobile industry with the Lexus line of cars. Disruptive innovation is a continual process and happens in business all the time. You can also see it in the car market right now with Hyundai and Kia.

There are three critical elements of disruption (these were first identified in the book, The Innovator’s Dilemma and are illustrated in the chart at right): ● A rate of improvement that customers can fully use or absorb. This is represented by the dotted line. ● A rate of improvement that goes beyond what customers can fully use or absorb. The pace of technological progress almost always outstrips the ability of customers in any given tier of the market to use it, in part because companies keep striving to make better products that they can sell for higher profit margins to their most demanding, high-end customers. This rate of improvement is shown by the two solid lines in the chart. ● A distinction between sustaining and disruptive innovation. A sustaining innovation targets those demanding, high-end customers with better performance than previously available, whether that performance is an incremental improvement or a breakFor Additional Information on how to know whether your idea has disruptive potential, go to: http://my.summary.com

This chapter is aimed at providing a context of the theory of disruptive innovation (DI) an examination of its representation in the academic literature. Section 2.2 explains the history, usage and evolution of the term, including the identification of important articles, authors and themes.

Disruptive Technology (DT) was first introduced by Bower and Christensen in a seminal journal article (Bower and Christensen, 1995). Christensen (1997) concept of disruptive innovation to describe innovation that has destructive effects towards of existing mainstream incumbent firms the competitiveness the introduction. Disruptive innovations are innovations that aim at improving a product or service that the market is not expecting (Grant, Hackney, & Edgar, 2010) and their continual improvement and refinement often leads to the removal of entrenched industry incumbents (Grant, Hackney, & Edgar, 2010) ,which leads to the disruption of the mainstream market

In today’s dynamic business world, it is not enough for businesses to respond to the current customers and internal organizational issues. In order for businesses to survive, they must be able to anticipate and evaluate existing and emerging trends and develop ideas, products and services that respond to those trends. However, failing to identify and respond to trends can put the business at the risk of losing the existing customer base because innovation often determines who will be the market leader and who will be living on the margin of the market.

However, most business strategies are inadequate for today 's markets. They are developed without sufficient context, they are developed inside out rather than outside in. They promote evolution rather than revolution, avoiding hard decisions, seeking to do what is currently done, even if it is increasingly out of synch with the market. They lack the stretch to see the future

problem. If so, the marketing manager should revisit the platform and adjust. One way to fix this is going back to the basics like Harley Davidson did during their repositioning.