Arenas em vez de indústrias

Comecei a leitura de "The End of Competitive Advantage" de Rita McGrath de onde retirei estes trechos logo no início:

"One of the biggest changes we need to make in our assumptions is that within-industry competition is the most significant competitive threats. Companies define their most important competitors as other companies within the same industry, meaning those firms offering products that are a close substitute for one another.
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It isn't that industries have stopped being relevant; it's just that using industry as a level of analysis is often not fine-grained enough to determine what is really going on at the level at which decisions need to be made. A new level of analysis that reflects the connection between market segments, offer, and geographic locations at a granular level is needed. I call this an arena. Arenas are characterized by particular connections between customers and solutions, not by the conventional description of offerings that are near substitutes for one another.
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The driver of categorization will in all likelihood be the outcomes that particular customers seek ("jobs to be done") and the alternative ways those outcomes might be met. (Moi ici: A unidade de análise são os clientes-alvo, não a indústria onde se opera) This is vital, because the most substantial threats to a given advantage are likely to arise from a peripheral or nonobvious location.
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This further raises the issue that a firm may not have a single approach that holds for all the arenas in which it participates. Instead the approach may be adapted to the particular arena and competitors it is facing.
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The arena concept also suggests that conventional ideas about what creates a long-lived advantages will change. Product features, new technologies, and the "better mousetrap" sorts of sources of advantage are proving to be less durable than we once thought. Instead, companies are learning to leverage more ephemeral things such as deep customer relationships and the ability to design irreplaceable experiences across multiple arenas.(Moi ici: Cá está, o poder das relações, não a tecnologia!!! Recordar "O futuro também passa por aqui")
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The imagery of arena-based strategy is more that of orchestration than of plotting a compelling victory, and implementation on the ground by those actually confronting conditions within a specific arena becomes increasingly important." (Moi ici: "Orquestrar um enredo")