Raynor And McDonald (2015) Organisation Performance - Management Assignment Help

Assignment Task

Long Answer Question
Your response to the following task should be no more than 800 words.
Christensen, Raynor and McDonald (2015) description disruption as a process whereby a smaller company with fewer resources is able to successfully challenge established incumbent businesses. Specifically, as incumbents focus on improving their productsand services for their most demanding (and usually most profitable) customers, they exceed theneeds of some segments and ignore the needs of others. Entrants that prove disruptive begin bysuccessfully targeting those overlooked segments, gaining a foothold by delivering more-suitablefunctionality—frequently at a lower price. Incumbents, chasing higher profitability in more-demanding segments, tend not to respond vigorously. Entrants then move upmarket, deliveringthe performance that incumbents’ mainstream customers require, while preserving theadvantages that drove their early success. When mainstream customers start adopting theentrants’ offerings in volume, disruption has occurred. (p. 4)Drawing on material from this unit and the above description of disruption, choose ONEcompany/organisation that is a disruptor. Write a short essay response (no more than 800 words) that provides:

•  a rationale/justification explaining why you think this company/organisation is disruptive;
•  examples of the ways in which the company/organisation has been disruptive;
•  the challenges and opportunities faced by the leaders to move 'upmarket'; and
•  a description of the company/organisation's development with the stages Christensen et al (2015) outline in the above quote.

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