When Good Marketing Causes Companies to Fail
How do good companies fail by doing things right? Professor Clayton M. Christensen charts the decline of a number of large, famous American companies who got caught out by 'no frills' innovators coming from entirely unexpected directions. His warning is that companies can get too close to their markets and fail to see the wood from the trees.
For most of a decade I have studied what causes companies to fail. I have not been concerned with why poorly managed firms fail, but why some of historys greatest companies have stumbled...