Strategy In The Digital Age: 5 Issues That Companies Often Overlook (Part 2)
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Issue 4: Over-focused on “usual suspects” Most businesses are only concerned about the challenges created by emerging competitors – a group of digital indigenous businesses (businesses that are formed and directed in a digital environment). But the focus excessively on this group is perilous because market incumbents are also digitizing and stirring competition, sometimes even more innovative if they invest properly. This leads to the customer-orientation of new leaders who often overlook the importance of seeing exactly who is the real opponent. Incumbents hold the market often average 20% of the market share, while digital indigenous firms only account for