Gartner Research

The Disciplines of Market Challengers: Win in the Digital Age by Challenging the Status Quo

Published: 07 December 2015

ID: G00294906

Analyst(s): Leigh McMullen , Brian Prentice , Alvaro Mello


Digital business disrupts the established ways of thinking about markets, customers and channels, enabling market challengers to grow rapidly into market leaders. Common to these challengers is their approach to markets, which traditional businesses can learn from and adopt.

Table Of Contents
  • Key Question
  • Opportunities and Challenges
  • How This Report Will Help


  • Acknowledgments

Executive Summary

  • Why should your business become a challenger?
  • The challenger disciplines: Your roadmap for where and how to challenge
  • Becoming a challenger is hard (but worth it)

Why should your business become a challenger?

  • The “Old Nexus” offers important lessons
  • The “Old Nexus” offers important lessons
  • Disruptions from the Old Nexus
  • The real risk is failing to rise to the challenge

The challenger disciplines: Your roadmap for where and how to challenge

  • How businesses become challengers
  • Using the challenger model
  • Agility: The core competency
  • Capitalizing on agility
  • The discipline of customer experience
  • The discipline of platforms and ecosystems
  • Platforms emerge only when services are externalized
  • The discipline of intellectual property

Becoming a challenger is hard (but worth it)

  • R&D investment ≠ challenger innovation
  • Pivot toward talent to overcome traditional financial architectures
  • Five tactics for pivoting toward talent
  • Conclusion

Further Reading

  • Related content
  • Executive Programs reports
  • Core research
  • Books
  • Article
  • Websites

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