Tag Archives: Procter & Gamble

Five mistakes to avoid when managing a disruptive project: 3- Trying to be the first

This article is the third part of a series of fives articles on mistakes to avoid when managing a disruptive project, extracted from my new book “A Manager’s Guide to Disruptive Innovation”.

The disruption theory can shed new light on the first mover advantage. The first mover advantage theory states that the first entrant in a new market has the advantage of being able to take leadership of the market and effectively resisting the entry of subsequent competitors. This theory forms the conceptual basis of a popular approach known as “blue ocean”.

By advancing the premise that the main factor of competitiveness is the order of arrival on the market, this theory recommends to companies to go as quickly as possible to be the first. However this theory suffers from a major flaw: it is rarely supported by the facts. Many leading players in their field were late entrants, to name just a few: Procter & Gamble with its disposable diapers, Gillette with its disposable razors, Google with its search engines, and Apple with its iPhone.

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