Discover why being a ‘fast second’ is often more financially
rewarding than being at the cutting edge.
If you get there first, you’ll lead the pack, right? Not
necessarily! The skill-sets of most established companies, say
strategy experts Constantinos Markides and Paul Geroski, are far
better suited to scaling up newly created markets pioneered by
others (in other words, being ‘fast seconds’) than to creating
these markets from scratch. In Fast Second, they explore the
characteristics of new markets, describe the skills needed to
create and compete in them, and show how these skills match up with
different types of companies. Drawing on examples of successful
fast-second firms such as Microsoft, Amazon, Canon, JVC, Heinz, and
many others, they illustrate how to determine which new markets
have the potential to be successful and how to move into them
before the competition does, when to make a move into a new market,
how to scale up a market, where to position a company in the
market, and whether to be a colonizer or a consolidator.
Order your copy today!
Tabela de Conteúdo
1. Spotting the Real Innovators.
2. Where Do Radical Innovations Come From?
3. From New Technologies to New Markets.
4. Colonists and Consolidators.
5. From Colonization to Consolidation.
6. Racing to Be Second: When to Enter New Markets.
7. The Changing Basis of Competition.
8. Creating the Markets of the Twenty-First Century.
Notes.
Further Reading.
Acknowledgments.
The Authors.
Index.
Sobre o autor
The Authors
Constantinos C. Markides is professor of strategic and international management and holds the Robert P. Bauman Chair of Strategic Leadership at the London Business School. He is the author of numerous articles and books, including All the Right Moves: A Guide to Crafting Breakthrough Strategy, and is coeditor of Strategic Thinking for the Next Economy from Jossey-Bass.
Paul A. Geroski was until recently professor of economics at the London Business School. His research interests were innovation, competitive strategy, and competition policy. He is currently the chairman of the Competition Commission in the United Kingdom.
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