Articles

Strategic innovation: how to grow in mature markets

B. MOINGEON, L. LEHMANN-ORTEGA

European Business Forum

printemps 2006, n°24, pp.50-54

Départements : Stratégie et Politique d’Entreprise, GREGHEC (CNRS)


Focuses on strategic innovation in companies. Need for companies to observe customer trends; Occurrence of a disruptive strategy in transforming value chain; Inclusion of Easy Jet and Ryanair in the low-cost airlines that have reshaped their value chain; Possibility of a company adopting a disruptive or breakthrough strategy to grow in flat or shrinking markets.*AIRLINES*BUSINESS enterprises*CONSUMER behavior*CORPORATIONS -- Growth*INNOVATION adoption


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