Peripheral Vision
How to detect in time the warning signs of market shifts?
Author(s): George S. Day, Paul J. H. Schoemaker
Publisher: Harvard Business School Press
Date of publication: 2006
Manageris opinion
This book takes a close look at the warning signs of market shifts – changes in customer behavior, emergence of new technologies, and other threats and opportunities – and how these shifts can be detected in time. Because paradigm-shifting changes most often occur outside the traditional scope of the business, the authors assert that developing “peripheral vision” is critical (to keep an eye on adjacent segments, etc.). To do this, they recommend that companies adopt a methodical approach to analyzing their market:
– Where to look?
– How to scrutinize the environment?
– How to interpret collected data?
– Which issues to explore more deeply?
– What action plans to implement?
Illustrated with numerous examples, this book will increase your awareness of the need for greater vigilance – only 20 percent of companies have such ""peripheral vision,” according to the authors – and will provide a framework for implementing a systematic approach to exploring the warning signs.
