Abstract
Purpose – This interview with author Paul Nunes discusses his theory that “Big Bang Disruption” is a new and critical threat to established businesses driven by large-scale, fast-paced innovation that can redraw global markets often before established players can react. Design/methodology/approach – The interview reviews the four phases of Big Bang Disruption. Nunes and his co-author Larry Downes believe that each phase has its own set of rules leaders need to learn to respond effectively. Findings – To defend against Big Bang Disruption, companies must strive to be the lowest-cost provider of all the elements of value the customer seeks, and be able to provide that value in a customer-intimate way. Practical implications – Marketing’s main function has shifted from selling to creating social consensus about what is “the best” value. Originality/value – Nunes’s startling conclusion: Every industry is now at risk. No industry will be left unscathed, no supply chain left unscrambled, no strategic plan left unraveled.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
