Market Busters: 40 Strategic Moves that Drive Exceptional Business Growth.

• Author: Marshall, Jeffrey
• Position: BookSHELF - Book Review

Market Busters: 40 Strategic Moves that Drive Exceptional Business Growth. By Rita Gunther McGrath and Ian C. MacMillan. Harvard Business School Press, 244 pages. $26.95

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A little voice suggests being wary of books that offer more than a dozen key elements, let alone 40. But the "moves" are integrated nicely into the narrative, and the authors aren't suggesting anyone commit them to memory.

In a central definition, McGrath and MacMillan--business professors at Columbia University and the University of Pennsylvania's Wharton School, respectively--call a market-busting move "an action taken by your firm that changes the game to deliver markedly superior performance." Working from a three-year proprietary study, the authors structure the 40 moves around five core strategies: transform the customers' experience; transform your offerings; redefine profit drivers; exploit industry shifts; and enter new markets.

Few companies will succeed at most, if any, of these...