Creatività Oceano blu
Innovare e crescere senza smantellare industrie, aziende e posti di lavoro
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Creatività Oceano blu
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Narrated by:
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Roberto Pompili
About this listen
Il concetto di "distruzione creatrice" - coniato da Joseph Schumpeter per indicare quel "processo di mutazione industriale che rivoluziona incessantemente dall'interno la struttura economica, distruggendo incessantemente quella vecchia, creandone incessantemente una nuova" - domina da decenni la teoria e la pratica dell'innovazione, al punto da essere spesso considerato l'unico tipo di progresso possibile per un'impresa. Tuttavia, quest'approccio impone un costo pesante: alle aziende che ne restano escluse, ma anche alla società in termini di posti di lavoro persi e del conseguente disagio sociale. Esiste quindi un approccio alternativo all'innovazione e alla crescita? Forti di una ricerca trentennale, W. Chan Kim e Renée Mauborgne - autori del bestseller mondiale Strategia Oceano blu - rivelano una nuova strada per crescere e innovare: proprio come il loro primo volume ridefiniva l'essenza della strategia nella creazione senza competizione, Creatività Oceano blu espande il concetto di innovazione introducendo un nuovo approccio, la "creazione non dirompente", libera dagli effetti collaterali negativi tipici della distruzione creatrice. Ricco di esempi tratti dal mondo reale delle imprese, questo libro si propone come il nuovo punto di riferimento pratico per guidare gli sforzi di innovazione verso il miglioramento delle imprese e della società nel suo complesso.
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