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   Bain            Forbes Global 2000  ,         ,       ,           .  ,  ,            .      Global 2000    2001  2011.,  Bain ,              10% [2 -    : http://www.bain.com/bainweb/media/breeze/five-pillars-of-sustainable-growth (http://www.bain.com/bainweb/media/breeze/five-pillars-of-sustainable-growth).].

 ,          (,    - )  ,    50   13%    Fortune 100       ,      2%[3 - Matthew S. Olson, Derek van Bever, and Seth Verry, When Growth Stalls, Harvard Business Review, March 2008.].

  ,    MBA,     ,   ,  .   ,            -,      ,        .    ,    ,      ,        .

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   ,     ,              ,  ,        -,     ,      .     .            ?           ,  ,           ,   .








 ,     ࠖ          MBA  ,         ,             .         ,    ,    ,      ,           㠖  ,           .    ,        ,    ,   ,            ,         .

      ,     1970- .,       젖 Boston Consulting Group (BCG).  1970.      ,        ,   頖   .                     (.1.2)[5 - Martin Reeves, Sandy Moose, and Thijs Venema, BCG Classics Revisited: The Growth Share Matrix, BCG Perspectives, June 4, 2014.].           ,       .  ,   BCG    ,       (        ),     ,             ,       -.

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             , ,   - 1970-  1980- .   ,  ITT, United Technologies  General Electric (GE),    ,    -,      ,   ,        :  ,      .        ,   General Electric  1981  2001.   ,     ,   ,    GE,           ,    ,        .         GE  117 [7 - Lee Dranikoff, Tim Koller, and Antoon Schneider, Divestiture: Strategys Missing Link, Harvard Business Review, May, 2002.]    1000 ,        500 .[8 -        General Electric  1981  2001. . Theres Just One Word For Jack Welch, Knowledge@Wharton, September 13, 2001.]

    [9 -      2001.   GE     40%.   ,                   GE         ,        .      ,             - GE.],    -    젖  -   -, ,       GE,         ? ,               ,      BCG    ,           .   ,          ,        ?

     ,   ,   ,      ,    ,        ,  ,    ,   .    ,       ,    ,       ,  ,       Southwest Airlines,     Yellow Tail.

,   ,   1970- .   BCG      -,     .   40        ,    -;  ,           ;             .         .




   


 1980- .                   ,     .            ,   McKinsey     -[10 -  .,  .   .    . .:  , 2019.].      1982.           [11 -      3      (In Search of Excellence).      ,      . . http://tompeters.com/writing/books (http://tompeters.com/writing/books).].

         :     ,   ,        ,            ,        .

    43  ,   ,    ,       .

      McKinsey      蠖  ,   ,    ,   ,   ,      .          ,         .

     -         ,            .   ,        ,    : , Kodak, Kmart, Delta Air Lines, Wang Laboratories  Dana Holding Corporation    .    .           ,      ?                 -?

        ,      ,         - .     ,       .   25     ,   ,    ,    [12 -  .,  .  .  ,  . .:     -, 2005.],    [13 -  .    .     ,   򅠖 .: ,   , 2011.]     [14 -  .,  .    . .: ,   , 2013.],      10 [15 -     : .: http://www.jimcollins.com/about-jim.html (http://www.jimcollins.com/about-jim.html).].

     . ,    ,     ,   ,               . ,        ,     ,        .

   ,              . ,     ,     ,    堖    , ,  ,      .        ,       ,    ,      ,      ,     .         ,    ,      ,        .      [16 -       (Built to Last; New York: HarperCollins, 1994)      (Good to Great; New York: HarperCollins, 2011).]:

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        ,  ,     [17 -   ,          ,   ,     ,     .    ,          ,    ,    ,          .   ,     ,   ,    ,  ,     ,  ,        .        ,  , .: http://www.jimcollins.com/books/research.html (http://www.jimcollins.com/books/research.html).]          ,    :      ,       .



    

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             .

 ,   Baltimore Orioles,       ,   :     ,  , ,    ,  ,  .      ,   .

   ,   [18 -             (IMD)        ,     (.: BestBusinessBook, 2008; : The Halo Effect and Eight Other Business Delusions That Deceive Managers; New York: Free Press, 2009).                    (.: , Neoclassic; : Thinking, Fast and Slow; New York: Farrar, Straus, and Giroux, 2011).]. ,  ,                     ,    -           , ,     .     ,  , ,        ,  -   -  .         (  ),       ,        .                  .        (  ,    )    ,         , ,    .

, ,  ,       Netflix  ,           ,  Fortune      2010.   ,  , Fortune    -,   , ,      [19 - Michael V. Copeland, Reed Hastings: Leader of the Pack, Fortune Magazine, November 18, 2010.].    䠖     Netflix      -     -       ,      ,      .    -      [20 -      : Dave Smith, Netflix Earnings Release: Why Reed Hastings Needs to Go, International Business Times, October 24, 2011.].       Netflix             ,        2011  2015.  .

       -   ,   Apple.  ,               ,         .    ,  11  2012.       Fortune,         ,  , ,     堖      ,  Fortune              [21 - Adam Lashinsky, How Tim Cook Is Changing Apple, Fortune, May 24, 2012.].

    :      ,    Apple ,   ,  ,         .  Time   :        ,   ,      ,  .     ,  ,          ,      Apple[22 - Al Gore, The Worlds 100 Most Influential People, Time, 2012.].

       .     Fortune, Apple   571 .  , ..  52% ,    ,     .       Apple   700 .,    Forbes  The New York Times     ,  Apple, ,            ,           1  .[23 - Nick Bilton, Disruptions: Will Apple Be the First to Break $1 Trillion? The New York Times, September 23, 2012.]

     Apple        .     25%,  The Wall Street Journal        Apple   Samsung?[24 - Ian Sherr and Evan Ramstad, Has Apple Lost Its Cool to Samsung, The Wall Street Journal, January 13, 2013.].    ,     2013. Forbes     ꠖ  ,         ,          Apple[25 - Greg Satell, The Problem with Tim Cook, Forbes, February 13, 2013; http://www.forbes.com/sites/gregsatell/2013/02/13/the-problem-with-tim-cook (http://www.forbes.com/sites/gregsatell/2013/02/13/the-problem-with-tim-cook).].

                  ? , . ,    ,      .           .

 ,     (    )   -  ,    ,      ,     -               . ,    ,     ;         ,     ,          .        ,  ,           ,  Fannie Mae, Circuit City, Motorola  Sony,     [26 -     ,    ,    Michael E. Raynor, Mumtaz Ahmed, and Andrew D. Henderson, Are Great Companies Just Lucky, Harvard Business Review, April 2009.].


    

      ,    ,  ,  ,       ,       ,    ,   젖  .

       .      ,  -        ,    .  ,    ,    ,       ,     .

  ࠖ       ,   -        ,   ,    ,   IBM  1990- .,           .              IBM,     : 堖  ,    IBM!       ,   ,     [27 - Judith H. Dobrzynski, Rethinking IBM, Bloomberg Businessweek, October 4, 1993; http://www.businessweek.com/stories/1993-10-03/rethinking-ibm (http://www.businessweek.com/stories/1993-10-03/rethinking-ibm).].      IBM            -,        8,6 . 1993.,       ,      5 . 1994.  ,         13,6 .

      .  ,         .             .  ,         ( )  ,            . ,              , .      ,      ,       -,          .  -    .




  


  ,            [28 - . , .   ; . , .  ,  .        (.:  , 2019; : James C. Collins and William C. Lazier, Beyond Entrepreneurship: Turning Your Business into an Enduring Great Company; Paramus, NJ: Prentice Hall, 1995).],       ,   .   ,          ,        .      [29 -  .  .  -     . .:  , 2019.],   1997.,  ,     ,    ,    ,         ,      ,     [30 - .   (: The Innovators Dilemma: When New Technologies Cause Great Firms to Fail; Boston, MA: Harvard Business School Press, 1997).].

      ,       . -,       - .       ,     蠖   .         . ,       ,    ,         ,   , , ,     .           ,                    -,    -  . ,            ,     ,         Walmart, CVS    ,            :        ,      , , ,     (. 1.1).

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           ,    ,  ,   :      ,        ,          ,        .   ,     ,  ,          .           ,  - ,           ,         .    [32 -            1940- .     ,      ,       .  ,  ,       ,    .    ,        .]       ,   . 1.1.








             ,           ,    ,       [33 -                ,       .      ,       ,      .        :          (.:  , 2014; : Clayton M. Christensen and Michael E. Raynor, The Innovators Solution: Creating and Sustaining Successful Growth; Boston, MA: Harvard Business Review Press, 2003),       ,  ,                 .  2004.         ,            ,  , , ,    [34 -      ?        (.:  , 2015). . .].                 (.: Clayton M. Christensen, Thomas Craig, and Stuart Hart, The Great Disruption, Foreign Affairs, March/April 2001).].            [35 -  Thinkers50     .       ,       .       2011  2013. .: http://www.thinkers50.com (http://www.thinkers50.com/).].

          ,                       ,      . ,                      ,     .

젖             . ,       .. Crunchwraps    Taco Bell  :  -   .        [36 - Brandchannel, May 2, 2014, http://www.brandchannel.com/home/post/2014/05/02/140502-Taco-Bell-Disruption.aspx (http://www.brandchannel.com/home/post/2014/05/02/140502-Taco-Bell-Disruption.aspx).].      ,               ,   [37 - ,   TBWA Worldwide,     Omnicom,    (Disruption Days)  ,           -. .: http://www.the-chiefexecutive.com/features/feature71671 (http://www.the-chiefexecutive.com/features/feature71671).].

       ,           . ,                    ,   ,    [38 - Jill Lepore, The Disruption Machine: What the Gospel of Innovation Gets Wrong, New Yorker, June 23, 2014.             . .: http://www.forbes.com/sites/forbesleadershipforum/2014/06/30/what-jill-lepore-gets-wrong-about-clayton-christensen-and-disruptive-innovation (http://www.forbes.com/sites/forbesleadershipforum/2014/06/30/what-jill-lepore-gets-wrong-about-clayton-christensen-and-disruptive-innovation).].

  ,      ,    ,        ,   ,      . ,  2007.   Businessweek,    [ ] ,  Apple     iPhone, :      [39 - Frederick E. Allen, Is Clayton Christensens Disruptive Innovationa Myth? Forbes, June 17, 2014; http://www.forbes.com/sites/frederickallen/2014/06/17/is-clayton-christensens-disruptive-innovation-a-myth (http://www.forbes.com/sites/frederickallen/2014/06/17/is-clayton-christensens-disruptive-innovation-a-myth).].   iPhone  Apple     ,                 .  ,        ,   Apple,          Android.

         ,        ,   .  ,     ,               .                 (, ,   ). ,   FedEx,        ,       ;      ,   ,    . ,       , FedEx         ,      .     Amazon,    Kindle   399 .,  ,            (     ,  Kindle     ).   Amazon         79 .,    ,       .    Apple  iPod,     399 .       99 .

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 ,           ,     ,       ?                 [40 - Larry Downes and Paul Nunes, Big Bang Disruption: Strategy in the Age of Devastating Innovation (New York: Portfolio, 2014).].             .

     GPS-  Garmin, TomTom  Magellan Navigation,    2000- .  .        ,            .   2007.   Google Maps  .      (),   (    ),   (    )    (     ).  GPS-   ,       100   Google Maps    .      Google Maps [41 - Steve Denning, Businesss Worst Nightmare: Big Bang Disruption, Forbes, January 7, 2014; http://www.forbes.com/sites/stevedenning/2014/01/07/businesss-worst-nightmare-big-bang-disruption (http://www.forbes.com/sites/stevedenning/2014/01/07/businesss-worst-nightmare-big-bang-disruption).].

  ,        ,  -  , ,  , , , , ,  , ,  , , ,  , , , ,  ,   ,   ,   ,   ,    ,     .

              ,        .

     :  ,     .   .    .            .          .  -          [42 - Downes and Nunes, Big Bang Disruption.].

,            .      ,    , ,  -             ,      .     ,          ,         .          ,      [43 - . .     (: Rita Gunther McGrath, The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast as Your Business; Boston, MA: Harvard Business School Press, 2013).][44 -  . .   . .: .  , 2014.].

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             [45 - .     (: Youngme Moon, Different: Escaping the Competitive Herd; New York: Crown Business, 2010).][46 -  .   .     ,   ,   . .:  , 2012.]:



       ,      ,       .       ࠖ      ,       ,  , -,          .      .  ,   .         ,   ,   ,   ,        .     ,      [47 -  .].


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   ?   ,          ⠖      ,      . , , .  ,  , ,        .  : 蠖    !       ,     (,   ,   )      .              ,          .

         . ,      ,     ? , , ,       ,   ?        ?          ,       ,    ?      蠖   ,   ,         ,        ,      LittleMissMatched[48 - .: http://littlemissmatched.com/t/category/girls-socks (http://littlemissmatched.com/t/category/girls-socks).].








 LittleMissMatched   ,          .    ,   . 1.2, -       ,    ,      .

     [49 -  . .,  .   .     ,    . .: ,   , 2016.],   2005., .            [50 - . . , .     (: W. Chan Kim and Rene Mauborgne, Blue Ocean Strategy; Boston, MA: Harvard Business School Press, 2005).].         ⠖     ,      ( . 1.2    ),  -         . ,    ,          ,       .     ,        ,   ,  ,    -      ,         ,         .








           ,     .   , ,      Wii  Nintendo,       ,     ,     ,       .     ,      ,   ,        Cirque du Soleil  CNN.

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           ,    ,            . , 80%  400       ,        , ,   ,         [51 - John R. Graham, Campbell R. Harvey, and Shiva Rajgopal, The Economic Implications of Corporate Financial Reporting, National Bureau of Economic Research, Working Paper 10550, June 2004, http://www.nber.org/papers/w10550 (http://www.nber.org/papers/w10550).]. ,  ,        ,        ,   -      ,          .      ,        ,    -        ,         [52 -  ,    Hewlett-Packard, ,             .  18   ,              ,       .       ,  ,      .           ,     ,           .             䠖  .               ,        . .: Phil McKinney, Why Projects are Cancelled for the Wrong Reasons, Forbes, March 10, 2011; http://www.forbes.com/sites/philmckinney/2011/03/10/why-projects-are-cancelled-for-the-wrong-reasons (http://www.forbes.com/sites/philmckinney/2011/03/10/why-projects-are-cancelled-for-the-wrong-reasons).].


 

 ,   ,       ,           , ,     .  ,     ,          -,      ,       : ,     ,  .


 

           ,          .  ,   2013.  PriceWaterhouseCoopers    , 97%        ,   37% ,        (,    12%   )[53 - PwC, Unleashing the Power of Innovation, July 2013, http://press.pwc.com/GLOBAL/innovation-a-top-priority-for-business/s/918ccaab-2d82-4889-bc41-9905b3a4b9ec (http://press.pwc.com/GLOBAL/innovation-a-top-priority-for-business/s/918ccaab-2d82-4889-bc41-9905b3a4b9ec).].     ,   McKinsey  2008., 70%           ,   27%   ,          [54 - Joanna Barsh, Marla M. Capozzi, and Jonathan Davidson, Leadershipand Innovation, McKinsey Quarterly, January 2008.].     McKinsey ,                   ,     [55 -  .].

               ,                ,          .   ,           ,   ,   ,               ,       . ,  2014.                 [56 - Karen Brettell, David Gaffen, and David Rohde, As Stock Buybacks Reach Historic Levels, Signs That Corporate America Is Undermining Itself, Reuters Investigates, November 16, 2015; http://www.reuters.com/investigates/special-report/usa-buybacks-cannibalized (http://www.reuters.com/investigates/special-report/usa-buybacks-cannibalized).]. ,      , ,    1980- .,             ,     80%      S&P 500,     ,      [57 - William Lazonick, Profits Without Prosperity, Harvard Business Review, September 2014.].

    :     ,          .            ,  [58 -    ,    Mutual Fund Store ,     9 . .: http://www.bloomberg.com/news/2014-10-06/s-p-500-companies-spend-almost-all-profits-on-buybacks-payouts.html (http://www.bloomberg.com/news/2014-10-06/s-p-500-companies-spend-almost-all-profits-on-buybacks-payouts.html).].    IBM.    2008  2013.           ,  102%      .      IBM  ,         .       2015.,     14    ,  IBM    ,   40%   ,     2013.

  ,                  .         ,    ,         ,  ,     , , ,    堖  ,    , ,    .     .

         ( ,      )    . ,         Booz Allen Hamilton[59 -        Booz Allen Hamilton    .  2008.  ,    ,   ,       ,    Booz & Company.  2013. Booz & Company   PricewaterhouseCoopers    Strategy&.]        ,   .       [60 -  .,  . .   . .: -, 2002.] . .     ,       ,          [61 - . , . .     (: C. K. Prahalad and Gary Hamel, Competing for the Future; Boston, MA: Harvard Business School Press, 1994).].   ( ,     )     ,   ,   ,       ,    ,   ,     [62 -   ,   ,        (Paul Leinwand and Cesare R. Mainardi, The Essential Advantage: How to Win with a Capabilities-Driven Strategy; Boston, MA: Harvard Business Review Press, 2010).].

,    Walmart   ,   ,   ,                  :         .            IKEA,         . Nike   ,             .

   ,   ,   ,  ,     ,           ,     ,     .

    Bain     .    2001.      [63 -  .,  .      . .: , 2008.]        (Beyond the Core)[64 - . , .        (: Chris Zook and James Allen, Profit from the Core: A Return to Growth in Turbulent Times; Boston, MA: Harvard Business School Press, 2001); Chris Zook, Beyond the Core: Expand Your Market Without Abandoning Your Roots (Boston, MA: Harvard Business School Press, 2003).]    ,              堖   ,    ,     .  ,                   .

          ,        -.    ,     ,       .     -          . ,                .      ,          ,           .

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,      ,      , Walmart           ,        ,          Sams Club.    Walmart,   Kmart                      ,   ,  Sports Authority, OfficeMax, Waldenbooks  Builders Square.        2002-, Kmart          .    American Express      ,       .     American Express  ,           ,      .

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,      ,                  .      .   ,           ,     -,   ,  Craigslist, Monster  Google,      ,  ,       ,  ,    -     .  ,       ,         ,        .         ,         ,      ,      -.  ,           , Walmart  IKEA             .

    ,  ,   ,      .     2010.     (Strategy from the Outside In)      ,        [65 - George S. Day and Christine Moorman, Strategy from the Outside In: Profiting from Customer Value (New York: McGraw-Hill, 2010).].

    :



,    ,          ?,        .     :      ?.     , ,  ,        .   : ,    ,      ,   . ,    :      ,       蠖   .


        , ,      ,       .             ,      .       ,         ,    ,   ,   .

                   .  1980- .     ,     ,      ,            ,    Toyota Motor Corporation.           ,   [66 -  .,  .,  . ,   . : , 2007.],   1990[67 - . , . , .  ,    (: James Womack and Daniel Jones, The Machine That Changed the World; New York: Free Press, 1990).].

  , Toyota      Toyota Production System,      .          ,    [68 - . .    :    ,   (.:  , 2019; : W. Edwards Deming, Out of the Crisis; Cambridge, MA: MIT Press, 1986).].            ,     -.        ,     1995.    General Electric.

    1990- . ,    -,    .         ,            ,   .    ,      ,       ,        .           Webvan,            16 ,           -     26       2 . .

               -   ,            .    :   [69 -  .,  . :   . .:  , 2011.]      [70 - . , .  :    (: Larry Bossidy and Ram Charan, Execution: The Discipline of Getting Things Done; New York: Crown Business, 2002).] (     Honeywell) ,       ,         ,       [71 - Bossidy and Charan, Execution.].   ,        ,  .

 ,   ,           40 ,          , , ,    -    .

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  .


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      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Toni C. Langlinais, and Marco A. Merino, How to Sustain Profitable Growth, Accenture Outlook, September 2007; http://www.accenture.com/SiteCollectionDocuments/PDF/OutlookPDF_FutureGrowth_03.pdf (http://www.accenture.com/SiteCollectionDocuments/PDF/OutlookPDF_FutureGrowth_03.pdf).




2


   : http://www.bain.com/bainweb/media/breeze/five-pillars-of-sustainable-growth (http://www.bain.com/bainweb/media/breeze/five-pillars-of-sustainable-growth).




3


Matthew S. Olson, Derek van Bever, and Seth Verry, When Growth Stalls, Harvard Business Review, March 2008.




4


Michael E. Porter, How Competitive Forces Shape Strategy, Harvard Business Review 57, 2 (March April 1979): 137145.




5


Martin Reeves, Sandy Moose, and Thijs Venema, BCG Classics Revisited: The Growth Share Matrix, BCG Perspectives, June 4, 2014.




6


    1989. .: Carol J. Loomis, The Wit and Wisdom of Warren Buffett, Fortune Magazine, November 19, 2012.




7


Lee Dranikoff, Tim Koller, and Antoon Schneider, Divestiture: Strategys Missing Link, Harvard Business Review, May, 2002.




8


       General Electric  1981  2001. . Theres Just One Word For Jack Welch, Knowledge@Wharton, September 13, 2001.




9


     2001.   GE     40%.   ,                   GE         ,        .      ,             - GE.




10


 .,  .   .    . .:  , 2019.




11


     3      (In Search of Excellence).      ,      . . http://tompeters.com/writing/books (http://tompeters.com/writing/books).




12


 .,  .  .  ,  . .:     -, 2005.




13


 .    .     ,   򅠖 .: ,   , 2011.




14


 .,  .    . .: ,   , 2013.




15


    : .: http://www.jimcollins.com/about-jim.html (http://www.jimcollins.com/about-jim.html).




16


      (Built to Last; New York: HarperCollins, 1994)      (Good to Great; New York: HarperCollins, 2011).




17


  ,          ,   ,     ,     .    ,          ,    ,    ,          .   ,     ,   ,    ,  ,     ,  ,        .        ,  , .: http://www.jimcollins.com/books/research.html (http://www.jimcollins.com/books/research.html).




18


            (IMD)        ,     (.: BestBusinessBook, 2008; : The Halo Effect and Eight Other Business Delusions That Deceive Managers; New York: Free Press, 2009).                    (.: , Neoclassic; : Thinking, Fast and Slow; New York: Farrar, Straus, and Giroux, 2011).




19


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