This work offers a summary of the book "MARKETBUSTERS: 40 Strategic Moves That Drive Exceptional Business Growth" by RITA McGRATH and IAN MacMILLAN.
A "MarketBuster" is is defined as a powerful strategic move that alters the competitive landscape in such a way that it puts your company firmly on the road to high growth, in the long-term. Rita McGrath and Ian MacMillan have analysed some of these MarketBusters and found that that all of them have taken one of 5 approaches: change the customer experience; reconfigure products and services (ie working out what customers want to pay for, and what they don´t); redefine your business and its metrics by changing a key business variable; anticipate future industry shifts.
All of these measures may sound easier said than done, but in addition to the analysis, the authors provide the reader with key business tools to enable future strategy. They show how to create a good consumption chain analysis, attribute mapping and metrics frameworks. They also illustrate their argument with examples: Kone (an elevator company) developed an early warning device when an elevator was about to require a maintenance call, so that they can offer to prevent the problem before their competitors.
MarketBusters demonstrates that game-changing products and services do not arise because of luck: they are the result of customer-centric research and close awareness of the business.
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