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Competing Against Luck: The Story of Innovation and Customer Choice, by Clayton M. Christensen

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Who is IKEA competing with?
Matthew Ackerman
Redefining customer segment based on problem/job also redefines competition beyond obvious competitors to alternative solutions and even no solution at all!
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Competing Against Luck: The Story of Innovation and Customer Choice
Competing Against Luck: The Story of Innovation and Customer Choice
by Clayton M. Christensen
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