CHAPTER 5
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DISRUPTING
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THE RULES OF
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THE GAME
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WE HAVE SO FAR LOOKED AT TWO WAYS TO DEVELOP NEW BUSIness opportunities: redesigning and redifferentiating your products and services. In this chapter, we focus on a third approach to capturing opportunities by developing new business models: reshaping your competitive markets. We begin with methods that can be used to resegment existing markets. By resegmenting, we mean honing in on, or better serving, subsegments of existing markets. We move on to explore how you can initiate increasingly challenging moves that actually reconfigure the competitive arena. Reconfiguring an arena means completely changing the existing basis for segmentation ...
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