The combination of automation and globalization is transforming markets before our eyes. The strategies that used to deliver deep market in-sights and long-term dominance are no longer effective. Organizational elements like, product research and development, production, distribution, customer service and sales were tightly bundled together making it more difficult for challengers to reach enough scale to deliver competitive offerings. Each functional layer of the organization suddenly begins to operate separately allowing new players to enter.
Companies can innovate independently without necessarily needing to replicate the other traditional functions. For example, we search on Google because of its seemingly unlimited access to online information, and we buy at Amazon because of its unlimited inventory. This is because there’s very little incentive to go somewhere else for information or products you commonly need as they are very likely to have what you are looking for.