The Big Shift: Measuring the Forces of Change  

Oleh:

Hagel, John III ; Brown, John Seely ; Davison, Lang

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 87 no. 7-8 (Jul. 2009), page 86.
Topik: Recession; Managers; Cost Cutting; Sales; Market Share Growth

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During a steep recession, managers obsess over short-term performance goals such as cost cutting, sales, and market share growth. Meanwhile, economists chart data like GDP growth, unemployment levels, and balance-of-trade shifts to gauge the health of the overall business environment. The problem is, focusing only on traditional metrics often masks long-term forces of change that undercut normal sources of economic value. “Normal” may in fact be a thing of the past: Even when the economy heats up again, companies’ returns will remain under pressure. One reason traditional measures alone don’t capture the challenges and opportunities for U.S. companies and the national economy is that the digital infrastructure supporting the lion’s share of industries has sustained rapid performance improvements—especially in computing power, bandwidth, and storage. Previous infrastructures experienced sharp bursts of innovation in underlying technologies, such as the telephone and the internal combustion engine, and then quickly stabilized. Today, we do not yet see any signs of stabilization, which suggests not only that competitive intensity (which has more than doubled in the past 40 years) will continue to build but also that the digital infrastructure will keep boosting the potential—and necessity—for business innovation.

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