How Digital Disruption Is Redefining Industries

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The disruption is being driven by well-funded start-ups, digitally proactive competitors and, increasingly, the merging of industries as digitization frees businesses to expand their value in new markets. On average, executives from incumbent companies in all 12 industries revealed that they expect substantial change due to digital disruption, including shifts in market share within five years. Yet, the survey indicates that nearly a third of incumbent companies are taking a "wait and see" approach, in the hopes of emulating successful competitors.

"It's not just business models that are changing, it's value chains and product offerings as well. Digitization is not just changing industries, it is increasingly blurring the lines between them," said Michael Wade, Director of the DBT Center and Professor of Innovation and Strategy at IMD. "As industries move toward the center of the Digital Vortex, physical components - to the extent that they inhibit competitive advantage - are shed. The most successful disruptors employ what we refer to as ‘combinatorial disruption,' in which multiple sources of value cost, experience and platform are fused to create disruptive new business models and exponential gains."

The term "Digital Vortex" describes the driving force created by digitization across all industries and how companies are being inevitably pulled toward the center of the phenomenon. The Digital Vortex research into the challenges and opportunities posed by digital disruption is an important first step for the DBT Center in what will be a five-year journey for IMD, Cisco, and an ecosystem of other partner organizations.

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Digital Transformation

How Digital Disruption Is Redefining Industries