“In a world of slower growth and intense competitiveness, MarketBusters gives executives a practical guide to the latest strategic thinking. This is not a dry academic text but a working manual that all business leaders today need close by.”

 -Roger H. D. Lacey, Staff Vice President of eBusiness and

  Corporate Planning & Strategy, 3M Company

“The future will not be constrained to a linear extension of the products and services we know today. We can choose to lead change or be surprised by it. For those who wish to lead, MarketBusters provides a set of practical tools to evaluate and implement strategic options for growth and innovation.”

 -John R. Coomber, CEO, Swiss Re

YOUR SHAREHOLDERS DEMAND growth; your company needs growth; and your career can suffer or soar because of how you drive growth-or don't. While executives often talk about their great growth plans, very few of these plans actually deliver real gains in growth and profitability. 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 lan 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, McGrath and MacMillan describe forty proven marketbusting moves and outline five overall strategies companies have used to drive new growth:

Change the customer's total experience:Make it simpler, faster, or more beneficial for customers to buy from you

Reconfigure your products and services:Transform your offerings to make them clearly superior to competitors'

Redefine your business and associated key metrics: Change how you do business or how your customers do business in ways that dramatically boost performance

Anticipate or exploit industry shifts:Capitalize on changes before competi tors do

Create a new market space: Trigger the emergence of a new market

Every marketbusting move is illustrated in practice through vivid company examples-including cautionary tales that alert you to potential pitfalls you may

Chapter 1

  MarketBusting Strategies

Chapter 2

  Transform Your Customers' Experience

Chapter 3

  Transform Your Offerings and Their Attributes

Chapter 4

  Redefine Your Profit Drivers

Chapter 5

  Exploit Industry Shifts

Chapter 6

  Exploit Emerging Opportunities

Chapter 7

  Executing MarketBusting Strategies

Chapter 8

  MarketBuster Case Study: Royal Insurance Italy

Appendix

  The 40 MarketBusting Moves

Notes

Index

Acknowledgments

About the Authors