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The Disruption Dilemma$
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Joshua Gans

Print publication date: 2016

Print ISBN-13: 9780262034487

Published to MIT Press Scholarship Online: September 2016

DOI: 10.7551/mitpress/9780262034487.001.0001

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PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use.date: 29 January 2022

Future of Disruption

Future of Disruption

(p.129) 9 Future of Disruption
The Disruption Dilemma

Joshua Gans

The MIT Press

This book has marshalled all we know about disruption to provide a new philosophy for business leaders of great firms to ensure that their firms stay great. Its power comes from considering not only the two key sources of disruption – demand and supply-side disruption – but by greatly enriching the set of managerial actions that can be deployed to deal with that disruption. Fundamentally, what is required is that managers need to think about their shield – what actions they take proactively to insure against disruptive events and which actions they have to take to fight those disruptive events. By considering history, logic and the evidence from many industries, in the face of uncertainty, business leaders of great firms move proactively to deflect supply-side disruption with an integrated organizational structure while being prepared to reactively fight aggressively should demand-side disruption be revealed. The great firms that have continued to be great have done just that.

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