Marketbusters

If all firms face similar obstacles to profitable growth, how do some companies successfully burst through these barriers, leaving their competitors in the dust? Rita Gunther McGrath and Ian C. MacMillan argue that an answer to this question lies in Marketbusters. Best of all, the authors say, opportunities for identifying and executing such moves can be unearthed throughout a company's existing business platform—if managers know where and how to look for them.

The authors provide practical tools and checklists to help leaders determine the best marketbusting move to use in a given situation. Vivid company examples illustrate the moves in practice, and clear guidelines aid managers in implementing their chosen moves effectively.

Driving continuous growth is imperative for every leader in every industry. Marketbusters is the field guide that will help them succeed.

How do some companies manage to beat the odds and bust through the obstacles that make explosive growth so elusive? In this hands-on guide, Rita Gunther McGrath and Ian C. MacMillan identify powerful strategic moves they call "MarketBusters"—approaches that dramatically reconfigure profit streams in an industry, upend conventional competition, and ultimately deliver blockbuster growth.

Based on insights from an extensive three-year study, they describe 40 proven marketbusting moves and outline five overall strategies companies have used to drive new growth: change the customer experience, reconfigure products and services, redefine key metrics, exploit industry shifts, and create a new marketspace.