How to Build Risks into your Business Model

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1、HowtoBuildRiskintoYourBusinessModelSmartcompaniesdesigntheirinnovationsaroundmanagingrisk.byKaranGirotraandSergueiNetessine100HarvardBusinessReviewMay201111085May11GirotraLayout.indd100085May11GirotraLayout.indd10033/31/112:58:30PM/31/112:58:30PMHBR.ORGKaranGirotraisanassis-SergueiNetessineisth

2、etantprofessoroftechnologyTimkenChairedProfessorandoperationsmanage-ofGlobalTechnologyandmentatInsead.InnovationatInsead.nearly2008fourentrepreneursinParisployees;itnowsellsfurnitureandotherproductsinstartedMyFab,aninternet-basedfurni-fourmarkets,includingtheUnitedStates.tureretailerthatisdoing

3、moretochangeMyFabdidnotidentifynewmarketsegments,theindustrythananyothercompanynordiditdevelopnewproductsbasedonnovelsinceIKEA.Insteadofbuildinglargetechnology.Infact,itsproductsaresimilar—oftenstocksoffurniture,asitscompetitorsdo,nearlyidentical—tothoseofitscompetitors.LikeMyFabprovidesacatalo

4、gofpotentialDell,Zara,andZipcarbeforeit,MyFabhasprospereddesigns.Customersvoteonthem,andbyinnovatingitsbusinessmodel—thewayitoffersthemostpopularonesareputintopro-existingproductsorservicesthataddressexistingIductionandshippedtobuyersdirectlycustomerneedsusingexistingtechnologies.Veryfromtheman

5、ufacturingsites—withnoretailoutlets,oftenthiskindofinnovationturnsouttobemoreinventories,complicateddistribution,orlogisticsvaluableandtransformativethanproduct-ortech-networks.nology-driveninnovation,asreadersoftheworkofTheengagementandsocialaspectsofthevotingClayChristensenorInsead’sW.ChanKim

6、andRenéeattractedcustomersindroves,buttheymostlovedMauborgnewellknow.theprices.Bysimplifyingitssupplychainandpro-Butthere’saperennialproblemwithbusinessducingonlywhatcustomerswanted,MyFabwasmodelinnovation:Managersoftenfindithardertoabletoofferproductsatsignificantlylowercostthandeterminewhatch

7、angestothemodelwillworkthanestablishedfurnitureretailerscould.Injusttwowhetheranewproductortechnologywillcatchon.ILLUSTRATION:DAVEWHEELERyearsthecompanyhasgrowntomorethan100em-Sowhat’sthesecret?Howcancompaniessystem-May2011Harvard