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The New Disrupters
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The New Disrupters

By entering the market with products and services that are every bit as good as those offered by legacy companies, a new breed of disrupters is making it harder than ever for traditional businesses to compete.

Rita Gunther McGrath
MIT Sloan Management Review, 2020
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Editorial Rating

7

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Recommendation

Today’s disruptive start-up companies take advantage of digital technologies to offer quality products at lower costs. Using digital platforms to market directly to consumers, these newcomers bring their products to market quickly and put pressure on legacy companies more rapidly than in the past. Consumers, for their part, appreciate the easy access, convenience, 24/7 support and favorable return policies. Rita Gunther McGrath, a professor of management at Columbia Business School, urges traditional companies to understand and adopt the practices of the digital competition.

Take-Aways

  • Digital disrupters threaten traditional competitive advantages.
  • Today’s start-ups challenge dominant players by offering high quality and convenience.
  • Traditional companies need an innovative strategy to compete with their digital competitors. 

About the Author

Rita Gunther McGrath is a professor at Columbia Business School and an expert on strategy, management and innovation in uncertain and volatile environments.

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