Digital Vortex - IMD business school（数码涡旋,IMD商学院）.pdf

Digital Vortex How Digital Disruption Is Redefining Industries An IMD and Cisco Initiative Joseph Bradley Jeff Loucks June 2015 James Macaulay Andy Noronha Michael Wade Key Insights • Digital disruption has the potential to overturn incumbents and reshape markets faster than perhaps any force in history. • The Global Center for Digital Business Transformation (DBT Center), an IMD and Cisco initiative, is dedicated to original research and to creating opportunities for executives to innovate new business models for the digital age. To learn more about the current state of digital disruption and the outlook for industries, the Center surveyed 941 business leaders around the world in 12 industries. • The results of our survey surfaced several troubling findings about the potential for disruption, and incumbents’ readiness to adapt. Survey respondents believe an average of roughly four of today’s top 10 incumbents (in terms of market share) in each industry will be displaced by digital disruption in the next five years. • Despite these dire ramifications, digital disruption is not seen as worthy of board-level attention in about 45 percent of companies (on average across industries). In addition, 43 percent of companies either do not acknowledge the risk of digital disruption, or have not addressed it sufficiently. Nearly a third are taking a “wait and see” approach, in hopes of emulating successful competitors. Only 25 percent describe their approach to digital disruption as proactiv