Many believe it is truly hard for companies to invest in MCIs.
Do you agree? If so, what factors make it difficult? How would you address those challenges?
Some theories covered in BSSE note the great difficulty many companies face trying to avoid future disruption. The RPP (Resources-Processes-Priorities) theory, for example, points out that the priorities of companies evolve as they migrate up-market – seeking higher and higher margins, thereby becoming less inclined to target smaller business opportunities or opportunities that conflict with the way the company is structured to make money. While Professor Christensen does point out potential solutions in creating new capabilities for the company, we have seen from both historical and present examples that even managers equipped with these theories have a very difficult time executing the right strategies.
One could similarly expect that investing in market-creating innovations would present seemingly insurmountable obstacles for managers as well. On the other hand, it could be argued that the output-driven characteristic of market-creating innovations (i.e. they create jobs and/or sustainable economic growth) makes championing them in organizations easier than championing disruptive innovations.
So, what about market-creating innovations makes them so difficult to invest in? If they are not truly difficult to invest in, then why are companies not producing more MCIs?