Cada día aparecen noticias sobre sectores enteros (transporte aéreo, industria automovilística, farmacéutica, de alta tecnología, etc.) que se ven golpeados por la globalización, la desregulación y la generalización de la oferta. El mercado es cada vez más el escenario de una lucha darwiniana entre las empresas por encontrar productos que les reporten mayores beneficios, en la medida en que las posibilidades de encontrar una ventaja competitiva se reducen progresivamente y la presión por innovar es cada vez más fuerte.

Dicha presión puede denominarse darwiniana porque las economías de libre mercado funcionan según los mismos principios que rigen los sistemas orgánicos de la Naturaleza:

La competitividad por los escasos recursos de compra del cliente provoca un «hambre» que estimula la innovación.

Las preferencias del cliente por una innovación frente a otra crean un tipo de selección natural que desemboca en la supervivencia de los más aptos.

Cada nueva generación reinicia la competitividad con un estándar de competencia superior al de la generación anterior.

Esta situación requiere que las empresas mejoren su competitividad con el tiempo o si no quieren acabar marginalizadas.

Este libro nos ayuda a entender el papel que una empresa juega en el ecosistema de su mercado, las fuentes pasadas y futuras de su ventaja competitiva, qué tipo de diferenciación se revelará como más apremiante en el mercado y cómo transformar la dinámica interna de la empresa para superar la inercia que amenaza a toda innovación audaz. Basándose en cientos de ejemplos, demuestra cómo las empresas pueden impedir su propia extinción: antes que despilfarrar los recursos en cada posible innovación, vale más moverse hacia delante con precisión, coraje y sincronización inteligente.

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«Resumen del libro "El desafío de Darwin" de Geoffrey A. Moore», Leader Summaries benzeri kitaplar