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Discovering revolutionary strategies

The Antidote

ISSN: 1363-8483

Article publication date: 1 September 1998

Abstract

Posits that all industries fall into three categories: the rule makers (e.g., IBM and Coca‐Cola) the rule takers (e.g., Fujitsu and McDonnell Douglas) and the rule breakers (e.g., IKEA, The Body Shop, Swatch and Southwest Airlines). Proposes ten principles that can help companies release ideas for the future and lists these with full explanations. Highlights, in a box, three areas in which opportunities for revolution arise: the offering; the market; and industry boundaries. Concludes that participating in the process of creating strategy helps to inspire people to implement it.

Keywords

Citation

Kippenberger, T. (1998), "Discovering revolutionary strategies", The Antidote, Vol. 3 No. 6, pp. 34-35. https://doi.org/10.1108/EUM0000000006628

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited