ISBN 9781591391234,MarketBusters




Harvard Universal Press

Publication Year 2005

ISBN 9781591391234

ISBN-10 1591391237


Number of Pages 264 Pages
Language (English)


If all firms face similar obstacles to profitable growth, how do some companies successfully burst through these barriers, leaving their competitors in the dust? Rita Gunther McGrath and Ian C. MacMillan argue that an answer to this question lies in MarketBusters: strategic moves that dramatically reconfigure profit streams in an industry and upend conventional competition. Best of all, the authors say, opportunities for identifying and executing such moves can be unearthed throughout a company's existing business platform--if managers know where and how to look for them. Based on an extensive three-year study, McGrath and MacMillan identify five arenas in which exceptional growth opportunities can be found: the customer experience, reconfigured offerings and services, key metrics, industry dynamics, and emerging market shifts. The authors outline 40 specific market-busting moves and provide practical tools and checklists to help leaders determine the best move to use in a given situation. Vivid company examples illustrate the moves in practice, and clear guidelines aid managers in implementing their chosen moves effectively

About The Author
Rita McGrath (Shortlisted: 2011 Thinkers50 Strategy Award)is an associate professor at Columbia University Graduate School of Business, New York, and an expert on strategic business growth in uncertain environments.

McGrath is the author or co-author of three books (all written with co-author Ian MacMillan): The Entrepreneurial Mindset: Strategies for Continuously Creating Opportunity in an Age of Uncertainty (2000); Market Busters: Forty Strategic Moves that Fuel Exceptional Business Growth (2005); and Discovery-Driven Growth: A Breakthrough Process to Reduce Risk and Seize Opportunity (2009).

In Discovery-Driven Growth McGrath explores how businesses can pursue dynamic growth, and encourage innovative new ventures without jeopardizing the enterprise through undue risk taking. She provides tools and processes to allow businesses to successfully exploit their opportunities.

McGrath writes a blog ( and is a discussion leader at Harvard Business Online. At Columbia she teaches on both the MBA and Executive MBA program and is the faculty director for the Columbia Executive Education program, "Leading Strategic Growth and Change

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