Market Disruption Framework

There is no way to avoid the disruption in the marketplace and this means that both retailers and partners must face the forces driving the disruption and meet the demands head on. The good news is that it is not necessary to meet all of the demands, however you must meet the demands focused on your market segment and product mix. This means that really all demands and changes must be evaluated to determine the impact to the particular market segment in order to identify what is required to in order to be successful. This task is overwhelming without the framework to provide an early warning system directed by a robust analytics capability. There is a robust disruption sense and respond framework that is required for participants in the marketplace that will allow them to sense the change based on the data analytics and then help to define the necessary response to the change.




This disruption framework truly comes down to a foundation of robust and flexible integration, analytics and communication platforms that supports a culture and focus on change and continuous improvement. The retailers and partners in the marketplace must focus on sensing and responding to the demands and market changes through the process of continuous improvements rather than any newly minted functionality or software. This is good news is that this will allow the partners to focus on the foundational framework required to support the changes so they can focus on responding to the changes rather than developing all new functionality for every change. The bad news is that there is no silver bullet to solve the demands as there were in during other times of disruption.




The current disruption activities in fact require a focus on culture and social networking rather than software, although to be fair software plays a very large role in identification of the market demands. The actual reaction to the change is based on the means that the partners either integrate new partners or put together existing functionality with a new integration or social communication connection. These changes are related to identification more than brand new functionality. Don’t get me wrong, there is some level of new functionality being introduced as a matter of improvements to efficiencies for instance such as robotics or new delivery capabilities, however the vast majority are changes in relationships and interactions between partners and existing functionality.




The most important ingredient to this equation is the analytics capabilities that are required to sense the change in the market in a timeframe that allows the most time for the partners in the market to react. This is the single tool that will provide the greatest impact to the abilities of the partners to adjust to the disruption market actions This must be a key foundational capability to the disruption framework. The analytics capabilities are key ingredient to the continuous improvement process and must be a key focus in order for the continuous improvement evaluation and direction process to be successful.