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Описание

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Нет отзывов
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Описание

• Лучшие статьи журнала Harvard Business Review на тему трансформации бизнес-модели и внедрения инноваций.
Harvard Business Review - главный деловой журнал в мире. Представляем новый выпуск серии "HBR: 10 лучших статей", посвященный проблемам трансформации бизнес-модели.
Чтобы быть успешной, компании недостаточно предлагать клиентам превосходный продукт, ей необходима эффективная бизнес-модель. В этом сборнике известные эксперты в области менеджмента и стратегического планирования предлагают решения, которые позволят компаниям быстро адаптироваться к меняющимся условиям бизнес-среды. Как оценить актуальность бизнес-модели, внедрять инновации или защититься от конкурентов, предлагающих бесплатный продукт? Возможно ли обеспечить рост с помощью двух бизнес-моделей? Как создать платформу на основе ключевого продукта и сделать обновление бизнес-модели непрерывным процессом?
Анализ лучших практик и проверенные временем методики помогут руководителям, топ-менеджерам и генеральным директорам по-новому взглянуть на действующую бизнес-модель и найти оптимальные варианты ее трансформации, чтобы обеспечить устойчивый рост бизнеса.
Цитаты
Создание бизнес модели очень похоже на написание новой истории. На каком-то уровне все новые истории представляют собой вариации старых, переработку универсальных тем, лежащих в основе всего человеческого опыта. Точно так же все новые бизнес модели являются вариациями с точки зрения цепочки создания ценности, лежащей в основе всех предприятий.
Один из способов сформировать точное ценностное предложение для клиента - подумать о четырех наиболее распространенных барьерах, мешающих людям выполнять определенную работу: низкие доходы, доступ, навыки или время.
В каждой отрасли со временем появляется доминирующая бизнес модель. В ней заложены наиболее эффективные способы распределения и организации ресурсов. Большинство попыток внедрить новую модель заканчиваются провалом, но иногда на место доминирующей модели приходит другая, как правило, основанная на новой технологии. Если новые игроки используют модель для вытеснения старожилов, отрасль можно считать трансформированной.
Новый игрок [предлагающий бесплатный продукт], как правило, находит способ превратить своих пользователей в клиентов, приносящих доход, в случае быстрого роста клиентской базы или когда клиенты платного продукта быстро переключаются на бесплатное предложение. Какие показатели сигнализируют об опасности? Наше исследование динамики ряда рынков показывает, что если база пользователей бесплатного предложения растет на 40% и более в год (то есть как минимум удваивается каждые два года) или если ваша клиентская база сокращается на 5% и более в год (то есть уменьшается как минимум на 25% за пять лет), то вам грозят серьезные проблемы.
Как показывает опыт LAN Airlines, разные бизнес модели должны дополнять друг друга. Действительно, они могут настолько усиливать друг друга, что начинают превращать бесперспективные идеи в выгодные возможности. Компания, которая понимает, какие модели заменяют друг друга и должны применяться отдельно, а какие являются взаимодополняющими и усиливают друг друга, может получить уникальное устойчивое конкурентное преимущество.
Для кого
Для генеральных директоров, собственников компаний, топ-менеджеров и руководителей.
Об авторах
Стив Бланк - адъюнкт-профессор в Стэнфордском университете, лектор и главный исследователь Национального научного фонда в Калифорнийском университете (в Беркли) и Колумбийском университете. Участвовал в восьми высокотехнологичных стартапах в качестве соучредителя или консультанта.
Дэвид Брайс - адъюнкт-профессор стратегии в Школе менеджмента Марриотт при Университете Бригема Янга и адъюнкт-профессор менеджмента в Школе бизнеса Уортона Пенсильванского университета.
Маршалл ван Альстайн - профессор и заведующий кафедрой информационных систем в Бостонском университете. Научный сотрудник Инициативы Массачусетского технологического института по цифровой экономике. Один из авторов книги "Революция платформ" (М: Манн, Иванов и Фербер, 2017).
Каран Гиротра - профессор Школы бизнеса INSEAD в Фонтенбло, Франция. Автор книги (вместе с Сергеем Нетесиным) "Оптимальная бизнес модель: Четыре инструмента управления рисками" (М: Альпина Паблишер, 2020).
Джеффри Дайер - профессор стратегического планирования в Школе менеджмента Марриотт Университета Бригема Янга.
Фредерик Дальсас - адъюнкт-профессор маркетинга и заведующий кафедрой социального бизнеса, предпринимательства и бедности в Высшей коммерческой школе Парижа.
Марк Джонсон - соучредитель и старший партнер по стратегии консалтинговой фирмы Innosight, автор книги Reinvent Your Business Model: Seizing the White Space for Transformative Growth (HBR Press, 2018).
Стелиос Кавадиас - профессор исследований предпринимательства в области инноваций и роста, лауреат гранта Маргарет Тэтчер в Школе бизнеса Джаджа Кембриджского университета и директор ее Центра предпринимательства.
Рамон Касадесус-Масанелл - профессор Гарвардской школы бизнеса.
Сара Клифф - шеф-редактор журнала Harvard Business Review.
Клейтон Кристенсен - профессор делового администрирования, лауреат гранта Кима Кларка в Гарвардской школе бизнеса.
Хеннинг Кагерманн - бывший генеральный директор SAP.
Костас Ладас - сотрудник Центра предпринимательства в Школе бизнеса Джаджа Кембриджского университета.
Кристоф Лок - профессор и директор Школы бизнеса Джаджа Кембриджского университета.
Джоан Магретта - старший научный сотрудник Института стратегии и конкурентоспособности Гарвардской школы бизнеса. Автор книги "Ключевые идеи. Майкл Портер. Руководство по разработке стратегии" (М: Манн, Иванов и Фербер, 2013).
Рита Гюнтер Макграт - профессор менеджмента Ш
Читать далее
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Как оценить актуальность бизнес-модели, внедрять инновации или защититься от конкурентов, предлагающих бесплатный продукт? Возможно ли обеспечить рост с помощью двух бизнес-моделей? Как создать платформу на основе ключевого продукта и сделать обновление бизнес-модели непрерывным процессом?\u003Cbr /\u003EАнализ лучших практик и проверенные временем методики помогут руководителям, топ-менеджерам и генеральным директорам по-новому взглянуть на действующую бизнес-модель и найти оптимальные варианты ее трансформации, чтобы обеспечить устойчивый рост бизнеса.\u003Cbr /\u003EЦитаты\u003Cbr /\u003EСоздание бизнес модели очень похоже на написание новой истории. На каком-то уровне все новые истории представляют собой вариации старых, переработку универсальных тем, лежащих в основе всего человеческого опыта. Точно так же все новые бизнес модели являются вариациями с точки зрения цепочки создания ценности, лежащей в основе всех предприятий.\u003Cbr /\u003EОдин из способов сформировать точное ценностное предложение для клиента - подумать о четырех наиболее распространенных барьерах, мешающих людям выполнять определенную работу: низкие доходы, доступ, навыки или время.\u003Cbr /\u003EВ каждой отрасли со временем появляется доминирующая бизнес модель. В ней заложены наиболее эффективные способы распределения и организации ресурсов. Большинство попыток внедрить новую модель заканчиваются провалом, но иногда на место доминирующей модели приходит другая, как правило, основанная на новой технологии. Если новые игроки используют модель для вытеснения старожилов, отрасль можно считать трансформированной.\u003Cbr /\u003EНовый игрок [предлагающий бесплатный продукт], как правило, находит способ превратить своих пользователей в клиентов, приносящих доход, в случае быстрого роста клиентской базы или когда клиенты платного продукта быстро переключаются на бесплатное предложение. Какие показатели сигнализируют об опасности? Наше исследование динамики ряда рынков показывает, что если база пользователей бесплатного предложения растет на 40% и более в год (то есть как минимум удваивается каждые два года) или если ваша клиентская база сокращается на 5% и более в год (то есть уменьшается как минимум на 25% за пять лет), то вам грозят серьезные проблемы.\u003Cbr /\u003EКак показывает опыт LAN Airlines, разные бизнес модели должны дополнять друг друга. Действительно, они могут настолько усиливать друг друга, что начинают превращать бесперспективные идеи в выгодные возможности. Компания, которая понимает, какие модели заменяют друг друга и должны применяться отдельно, а какие являются взаимодополняющими и усиливают друг друга, может получить уникальное устойчивое конкурентное преимущество.\u003Cbr /\u003EДля кого\u003Cbr /\u003EДля генеральных директоров, собственников компаний, топ-менеджеров и руководителей.\u003Cbr /\u003EОб авторах\u003Cbr /\u003EСтив Бланк - адъюнкт-профессор в Стэнфордском университете, лектор и главный исследователь Национального научного фонда в Калифорнийском университете (в Беркли) и Колумбийском университете. Участвовал в восьми высокотехнологичных стартапах в качестве соучредителя или консультанта.\u003Cbr /\u003EДэвид Брайс - адъюнкт-профессор стратегии в Школе менеджмента Марриотт при Университете Бригема Янга и адъюнкт-профессор менеджмента в Школе бизнеса Уортона Пенсильванского университета.\u003Cbr /\u003EМаршалл ван Альстайн - профессор и заведующий кафедрой информационных систем в Бостонском университете. Научный сотрудник Инициативы Массачусетского технологического института по цифровой экономике. Один из авторов книги \"Революция платформ\" (М: Манн, Иванов и Фербер, 2017).\u003Cbr /\u003EКаран Гиротра - профессор Школы бизнеса INSEAD в Фонтенбло, Франция. Автор книги (вместе с Сергеем Нетесиным) \"Оптимальная бизнес модель: Четыре инструмента управления рисками\" (М: Альпина Паблишер, 2020).\u003Cbr /\u003EДжеффри Дайер - профессор стратегического планирования в Школе менеджмента Марриотт Университета Бригема Янга.\u003Cbr /\u003EФредерик Дальсас - адъюнкт-профессор маркетинга и заведующий кафедрой социального бизнеса, предпринимательства и бедности в Высшей коммерческой школе Парижа.\u003Cbr /\u003EМарк Джонсон - соучредитель и старший партнер по стратегии консалтинговой фирмы Innosight, автор книги Reinvent Your Business Model: Seizing the White Space for Transformative Growth (HBR Press, 2018).\u003Cbr /\u003EСтелиос Кавадиас - профессор исследований предпринимательства в области инноваций и роста, лауреат гранта Маргарет Тэтчер в Школе бизнеса Джаджа Кембриджского университета и директор ее Центра предпринимательства.\u003Cbr /\u003EРамон Касадесус-Масанелл - профессор Гарвардской школы бизнеса.\u003Cbr /\u003EСара Клифф - шеф-редактор журнала Harvard Business Review.\u003Cbr /\u003EКлейтон Кристенсен - профессор делового администрирования, лауреат гранта Кима Кларка в Гарвардской школе бизнеса.\u003Cbr /\u003EХеннинг Кагерманн - бывший генеральный директор SAP.\u003Cbr /\u003EКостас Ладас - сотрудник Центра предпринимательства в Школе бизнеса Джаджа Кембриджского университета.\u003Cbr /\u003EКристоф Лок - профессор и директор Школы бизнеса Джаджа Кембриджского университета.\u003Cbr /\u003EДжоан Магретта - старший научный сотрудник Института стратегии и конкурентоспособности Гарвардской школы бизнеса. Автор книги \"Ключевые идеи. Майкл Портер. Руководство по разработке стратегии\" (М: Манн, Иванов и Фербер, 2013).\u003Cbr /\u003EРита Гюнтер Макграт - профессор менеджмента Ш"}}}}

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Трансформация бизнес-модели
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Нет отзывов
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Windows дешевле, чем вы думаете!

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Посмотреть всё
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