What’s Really Driving Disruption (It’s Not Technology)

Harvard professor Thales Teixeira explains why customer behavior, not technology, ultimately drives disruption.

The emergence of a new technology is often cited as what drives the disruption of an industry or business. But that’s not true in most cases, according to Harvard Business School professor Thales Teixeira. Instead, startups disrupt established companies by decoupling the customer value chain — picking one aspect of the business and doing it better than the incumbent.

His findings, based on eight years of researching startups, tech companies and incumbents, are explained in his new book, Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption. Teixeira joined the Knowledge@Wharton show on SiriusXM to talk about his book. (Listen to the podcast at the top of this page.)

An edited transcript of the conversation is available at: https://knowledge.wharton.upenn.edu/article/what-drives-disruption/

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