IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2016v5i2p142-149.html
   My bibliography  Save this article

Innovative disruption: Utilising brand to manage and drive change

Author

Listed:
  • Gregory, James R.

    (The Conference Board)

  • Bridwell, Hampton

Abstract

Professor Clayton M. Christensen has narrowly defined Disruptive Innovation.1 We agree that it is wise to maintain a specific definition for the sake of academic purity to examine how it evolves over time. As marketing practitioners we must also consider the fact that there are many types of disruption that impact business. From the perspective of the disrupting or disrupted participants, it is more important to understand where you are in what the professor describes as the disruptive process rather than just where or how you enter the process. Continuous quantitative measurement of your brand in the context of your industry is one of the best early warning systems against disruption and provides a dashboard of where you are in the process. Customer experience management is one of the best tools to protect your brand against disruptive intrusions.

Suggested Citation

  • Gregory, James R. & Bridwell, Hampton, 2016. "Innovative disruption: Utilising brand to manage and drive change," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(2), pages 142-149, June.
    • Handle: RePEc:aza:jbs000:y:2016:v:5:i:2:p:142-149
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/4367/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/4367/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    innovation; disruption; disruptive innovation; brand measurement; brand equity; brand strategy; Christensen; customer experience; corporate culture; brand management;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2016:v:5:i:2:p:142-149. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.