SMASH: USING MARKET SHAPING TO DESIGN NEW STRATEGIES FOR INNOVATION, VALUE CREATION, AND GROWTH

Book ID/图书代码： 04331418C00020

English Summary/英文概要： Stunningly, strategy has never adequately defined one of its central institutions, the market. Old playbooks got away with a hodgepodge of assertions, assumptions and approximations.

But the undeniable complexity of modern markets confronts us with the truth. Markets are elaborate, evolving ecosystems – think biology, not machinery. Today, strategy must embrace complexity or die. Recognizing markets as complex adaptive systems spells strategic implications. Notably, as markets are partly socially constructed, they can be reconstructed. And while they cannot be predicted or controlled, they can be influenced.

Rooted in the richness of market systems, SMASH traces the three main resulting shifts in strategic thinking: (1) from firm focus to context focus, where the relevant context is our definition of the market; (2) from competing and winning to value creation and cooperation; and (3) from analysis, prediction and planning to non-predictive strategizing and experimentation.

Nenonen and Storbacka weave these three strands together into a cohesive strategic framework – Strategies for Market Shaping. Market shaping strategies acknowledge that much of firm performance is explained by the markets where a firm operates. Crucially, strategic choices go beyond market selection, entry and exit; firms should actively seek to adapt the market to the firm instead of the firm to the market, and open up untapped value in the process.

Market shaping is not new. What is new is systematizing an actionable framework for understanding and shaping markets. And the good news: It does not take market power and resources, or intuitive genius, to shape markets to your own benefit. SMASH offers tangible strategies that savvy market shapers of any size can implement, making it a must-read.

Chinese Summary/中文概要： 令人惊讶的是，战略从来没有充分地定义其中央机构之一——市场。旧的剧本以一大堆的断言、假设和近似值侥幸逃脱。

但不可否认的是，现代市场的复杂性让我们不得不面对现实。市场是精心设计的，不断进化的生态系统——思想生物学，而不是机械。如今，战略必须接受复杂性，否则就会消亡。认识到市场是复杂的适应性系统意味着战略意义。值得注意的是，由于市场部分是由社会构建的，它们可以重建。虽然它们无法预测或控制，但它们可以受到影响。

基于市场体系的丰富性，《打破》追溯了战略思维的三个主要变化:(1)从企业焦点转向语境焦点，相关语境是我们对市场的定义;(2)从竞争取胜到价值创造与合作;(3)从分析、预测和计划到非预测策略制定和实验。

尼欧和斯托巴卡将这三股力量组合成一个紧密的战略框架——市场塑造战略。市场塑造策略承认，公司业绩的很大一部分是由公司运作的市场来解释的。至关重要的是，战略选择超越了市场选择、进入和退出;公司应积极寻求使市场适应公司而不是公司的市场，并在此过程中挖掘未开发的价值。

市场塑造并不新鲜。新的是系统化一个可操作的框架来理解和塑造市场。好消息是:不需要市场力量和资源，也不需要凭直觉的天赋来为自己的利益塑造市场。《打破》提供任何规模的精明市场塑造者都能实现的有形战略，使其成为必读的书籍。（WYL）

Awards/获奖情况：

About the Author/作者介绍： 苏维·尼欧是奥克兰大学管理研究生院的主任，卡伊·斯托巴卡是奥克兰大学管理研究生院的教授。他们的职业生涯都是在市场营销和战略管理的学术和应用研究之间进行的。他们拥有为欧洲大公司提供战略咨询的丰富经验，以及在欧洲、亚洲和大洋洲设计和提供高管教育和高管MBA课程的长期背景。除了学术著作之外，他们还写了几本获奖的管理书籍。

Suvi Nenonen is Director and Associate Professor, and Kaj Storbacka Professor at the University of Auckland’s Graduate School of Management. Both have made a career out of working on the boundary between academic and applied research within marketing and strategic management. They have extensive experience as strategy consultants to major European companies and a long background from designing and delivering executive education and Executive MBA programs in Europe, Asia and Australasia. In addition to their academic writings, they have written several award-winning managerial books.

Format:HARDCOVER

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