Doeu-me o coração a passar ao lado deste edifício:
Entretanto, ontem na caminhada matinal comecei a ler um livro que já tinha na lista de leitura há alguns anos: SMASH: Using Market Shaping to Design New Strategies for Innovation, Value Creation, and Growth de Kaj Storbacka e Suvi Nenonen, dois autores que muito respeito. E o que encontro logo a abrir?
Uma referência ao "burning platform" memo de Stephen Elop, então CEO da NOKIA em 2011:
“The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device but developers, applications, e-commerce, advertising, search, social applications, location-based services, unified communications, and many other things. Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem. This means we’re going to have to decide how we either build, catalyze or join an ecosystem.”
A mensagem inicial dos autores é sobre as visões erradas sobre o que é o mercado e sobre as implicações dessas visões. Por exemplo, a ideia de que o mercado é um dado (o mercado pode ser uma variável).
Outro erro, que costumo sublinhar quando uso a expressão "live and let live":
"Competing for market share when everyone defines their market by product is zero-sum. By definition, a theory that tells you to compete for market share reduces your strategy to a zero-sum game. That limitation is built into not only the words “share” and “compete” but also the poor market view itself."
Outro erro é pensar que o preço é tudo:
"The obsession with exchange value misses the opportunities of growing use-value. The exchange value focus overlooks the goldmine of business opportunities that resides precisely in use-value over on the demand side of the market which the industry view omits and the product view misunderstands."
Sem comentários:
Enviar um comentário