- Well Structured
Market disrupters enter a market with a new or cheaper product hoping to capitalize on a weakness found in a traditional business – perhaps customers looking for cheaper or more convenient alternatives. Disruption is a choice, however, and opting to work with a legacy company can offer substantial benefits. Entrepreneurs should consider the strategies outlined by Joshua Gans in MIT Sloan Management Review. Gans offers a logical approach for entrepreneurs to weighing alternative, and often more successful, strategies to the path of disruption.
About the Author
Joshua Gans is a professor of strategic management and holds the Jeffrey S. Skoll Chair of Technical Innovation and Entrepreneurship at the Rotman School of Management at the University of Toronto.