Reaching more customers, delving into the unknown

نویسندگان

چکیده

Organizations have ineffective information management practices, and improper analytical methods tools for innovations. As a consequence, customers are not appropriately reached, decision-making is compromised –unfortunately- most innovations don’t achieve the desired results. In this sense through study of Disruptive Innovation Theory (DIT) Job To Be Done (JTBDT) –developed by Harvard Professor Clayton Christensen- it pointed out that novel universe value created small firms incumbents in their innovation environments. other words, “unrevealed” areas opportunities (or Disrupted Theory, DIT) “undisclosed” products (Job-To-Be-Done JTBDT) take place, allowing wide range new organizational social development, only different/better/worse known market or product. This result an additional distinction between two antagonistic fields coexist current business context: field (referred to sustaining innovations) unknown one (connected with DI JTBD). Managers urged understand differences, theories/tools must be reconsidered manage those opposite worlds. Therefore, hypothesis investigation –which was corroborated- states deep understanding DIT JTBDT can help reach more adapted products, wider develop organizations markets. It utilized qualitative methodology, exploratory descriptive study. The design non-experimental -within them- transversal, since collected at given moment time.

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ژورنال

عنوان ژورنال: Independent Journal of Management & Production

سال: 2021

ISSN: ['2236-269X']

DOI: https://doi.org/10.14807/ijmp.v12i2.1318