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【クレイトン・M・クリステンセン他著 ジョブ理論:イノベーションを予測可能にする消費のメカニズム(原著)】

Competing Against Luck hardcover 288 p. 16

Dillon, Karen, Hall, Taddy, Christensen, Clayton M.  著

在庫状況 海外在庫有り  お届け予定日 20日間  数量 冊 
価格 \8,388(税込)         

発行年月 2016年10月
出版社/提供元
出版国 アメリカ合衆国
言語 英語
媒体 冊子
装丁 hardcover
ページ数/巻数 288 p.
ジャンル 洋書/社会科学/経営学/マーケティング
ISBN 9780062435613
商品コード 1019440994
本の性格 実務向け/学術書
商品URL
参照
https://kw.maruzen.co.jp/ims/itemDetail.html?itmCd=1019440994

内容

The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for.
How do companies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a game of hit and miss? Harvard Business School professor Clayton Christensen has the answer. A generation ago, Christensen revolutionized business with his groundbreaking theory of disruptive innovation. Now, he goes further, offering powerful new insights.
After years of research, Christensen has come to one critical conclusion: our long held maxim—that understanding the customer is the crux of innovation—is wrong. Customers don’t buy products or services; they "hire" them to do a job. Understanding customers does not drive innovation success, he argues. Understanding customer jobs does. The "Jobs to Be Done" approach can be seen in some of the world’s most respected companies and fast-growing startups, including Amazon, Intuit, Uber, Airbnb, and Chobani yogurt, to name just a few. But this book is not about celebrating these successes—it’s about predicting new ones.
Christensen contends that by understanding what causes customers to "hire" a product or service, any business can improve its innovation track record, creating products that customers not only want to hire, but that they’ll pay premium prices to bring into their lives. Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts.
This book carefully lays down Christensen’s provocative framework, providing a comprehensive explanation of the theory and why it is predictive, how to use it in the real world—and, most importantly, how not to squander the insights it provides.

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