This article argues that most organizations already have a defensive playbook for dealing with "demand-side" disruption, the kind outlined by "The Innovator's Dilemma" and studied by management scholars. But "supply-side" disruption, in which "the basic architecture of the product — how it is put together — changes along with customer expectations and preferences" can be far more threatening to a company's survival.
Author Joshua Gans, a professor at the University of Toronto’s Rotman School of Management, shares his "three prescriptions for long-term survival: an integrated organizational model, ownership of a feature important to the end customer, and a strong sense of corporate identity." Read this Harvard Business article to learn how to keep up with customer expectations.
