Are the creative capabilities of major advertising agencies really being disrupted by online marketing? Here’s one theory.
Clay Christensen, Harvard Business School professor and author of bestselling books such as The Innovator’s Dilemma and The Innovator’s Solution, has a model for disruptive innovation. As a particular type of product or service improves over time, its “performance” — i.e., how powerful it is along a certain dimension of capability that buyers care about — eventually overshoots the needs of most customers (shown as a dotted line in the image below).
Disruptive innovation in online advertising – Chief Marketing Technologist.
0 Responses to “Disruptive innovation in online advertising – Chief Marketing Technologist”