In SMASH (Strategies for Market Shaping), authors Suvi Nenonen and Kaj Storbacka make a clarion call for business executives, managers, and professionals: Your strategy playbook has expired. They make the case that old playbooks are a jumble of assertions, assumptions, and approximations. But the undeniable complexity of modern markets confronts us with the truth: markets are elaborate, evolving ecosystems. Today, strategy must embrace this complexity or die. The book shows readers how market shaping can embrace and exploit the truth about markets. It elegantly distills their complexity and shows how any firm can then turn strategy on its head. How? By adapting the market to the firm instead of the firm to the market and opening up untapped value in the process. Combining rigorous research with practical application, SMASH pioneers the concept of market shaping and offers field proven guidance for its successful execution. Cases that look at the proper implementation as well as the dismissal of this vital approach are used throughout the book.