What’s Your Play? A B2B Executive’s Guide to Identifying and Creating Disruption

Disruption can upend the entire structure of a market and jeopardize a firm’s profitability; however, it also can create great opportunity. How can business-to-business (B2B) companies identify the potential for disruption in their markets, and either defend against it or take advantage of it? With a clear definition of disruption in B2B markets and understanding the drivers, characteristics, and disruption models, companies can devise a strategy to not only defend their business, but to become a disruptor themselves.

In this paper, Blue Canyon focuses on how companies can become disruptors. With a clear definition of disruption, and an understanding of its enablers and how it can occur, companies can develop an effective offense to take advantage of disruption opportunities.

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