{"id":1838,"date":"2020-02-28T16:16:29","date_gmt":"2020-02-28T19:16:29","guid":{"rendered":"http:\/\/feittinf.org.br\/?p=1838"},"modified":"2023-10-24T11:56:54","modified_gmt":"2023-10-24T14:56:54","slug":"clayton-christensen-o-essencial","status":"publish","type":"post","link":"https:\/\/homolog.fenati.org.br\/en\/clayton-christensen-o-essencial\/","title":{"rendered":"Clayton Christensen: O Essencial"},"content":{"rendered":"<p>Clayton Christensen morreu em 23 de janeiro de 2020. A seguir, apresentamos algumas de suas pe\u00e7as seminais publicadas pela HBR Brasil com uma adapta\u00e7\u00e3o da introdu\u00e7\u00e3o ao livro\u00a0<em>The Clayton M. Christensen Reader<\/em>.<\/p>\n<p>Clayton M. Christensen \u00e9 mais conhecido por sua teoria da inova\u00e7\u00e3o disruptiva, na qual alerta grandes empresas estabelecidas do perigo de se tornarem boas demais naquilo que fazem melhor. Para aumentar as margens de lucro e a receita, ele observa, essas empresas tendem a desenvolver produtos para satisfazer as demandas de seus clientes mais sofisticados. Por mais bem-sucedida que seja essa estrat\u00e9gia, significa que essas empresas tamb\u00e9m tendem a ignorar oportunidades para atender \u00e0s necessidades de clientes menos sofisticados &#8211; que podem eventualmente formar mercados muito maiores. Um iniciante pode, portanto, introduzir um produto mais simples, mais barato e, assim, se tornar mais amplamente adotado (uma &#8220;inova\u00e7\u00e3o disruptiva&#8221;). Por meio da inova\u00e7\u00e3o incremental, esse produto \u00e9 refinado e cresce no mercado, completando a disrup\u00e7\u00e3o da empresa original.<\/p>\n<p>O trabalho de Christensen sobre disrup\u00e7\u00e3o \u00e9 matizado e muitas vezes incompreendido. Nem toda tecnologia extremamente inovadora \u00e9 &#8220;disruptiva&#8221; (embora voc\u00ea n\u00e3o saiba disso pela maneira como jornalistas e entusiastas da tecnologia divulgam a palavra). Nem todas as\u00a0<em>startups<\/em>\u00a0vencer\u00e3o a empresa estabelecida. Nem todas as grandes empresas ir\u00e3o quebrar. A leitura dos artigos originais da Harvard Business Review sobre disrup\u00e7\u00e3o fornece uma imagem mais precisa de sua teoria e como as empresas podem se preparar e superar a amea\u00e7a que ele descreve.<\/p>\n<p>Grande parte dessa imagem vem dos estudos de caso incorporados em cada artigo. Christensen era um contador de hist\u00f3rias, e seus exemplos de neg\u00f3cios servem como par\u00e1bolas. Convincentes e memor\u00e1veis, eles fornecem aos leitores o contexto para aplicar suas id\u00e9ias \u00e0s pr\u00f3prias ind\u00fastrias. Quem conhece o trabalho de Christensen est\u00e1 familiarizado com o sucesso das pequenas f\u00e1bricas de a\u00e7o (disruptores!) E com o destino da Digital Equipment Corporation (quebrada!). Eles sabem o que est\u00e1 por tr\u00e1s da cria\u00e7\u00e3o do melhor\u00a0<em>milk shake<\/em>\u00a0e por que o iPod foi o MP3\u00a0<em>player<\/em>\u00a0que realmente decolou (um modelo de neg\u00f3cios inovador). Em &#8220;Que crit\u00e9rios pautar\u00e3o sua vida?&#8221;, Christensen reflete sobre o uso de contar hist\u00f3rias para convencer um poderoso CEO a mudar de estrat\u00e9gia e ir ao fundo do mercado. &#8220;Se eu tivesse sido convencido a dizer a Andy Grove o que ele deveria pensar sobre o neg\u00f3cio de microprocessadores, eu seria morto. Mas, em vez de dizer a ele o que pensar, eu (contei a hist\u00f3ria a pequenas f\u00e1bricas e) o ensinei a pensar. &#8220;Os artigos de Christensen fazem o mesmo com os leitores.<\/p>","protected":false},"excerpt":{"rendered":"<p>Clayton Christensen morreu em 23 de janeiro de 2020. A seguir, apresentamos algumas de suas pe\u00e7as seminais publicadas pela HBR Brasil com uma adapta\u00e7\u00e3o da introdu\u00e7\u00e3o ao livro\u00a0The Clayton M. Christensen Reader. Clayton M. Christensen \u00e9 mais conhecido por sua teoria da inova\u00e7\u00e3o disruptiva, na qual alerta grandes empresas estabelecidas do perigo de se tornarem [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1839,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[7],"class_list":["post-1838","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ti","tag-ti"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Clayton Christensen: O Essencial - FENATI<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Clayton Christensen: O Essencial - FENATI\" \/>\n<meta property=\"og:description\" content=\"Clayton Christensen morreu em 23 de janeiro de 2020. A seguir, apresentamos algumas de suas pe\u00e7as seminais publicadas pela HBR Brasil com uma adapta\u00e7\u00e3o da introdu\u00e7\u00e3o ao livro\u00a0The Clayton M. Christensen Reader. Clayton M. Christensen \u00e9 mais conhecido por sua teoria da inova\u00e7\u00e3o disruptiva, na qual alerta grandes empresas estabelecidas do perigo de se tornarem [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/homolog.fenati.org.br\/en\/clayton-christensen-o-essencial\/\" \/>\n<meta property=\"og:site_name\" content=\"FENATI\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/feittinf\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-28T19:16:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-24T14:56:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/homolog.fenati.org.br\/wp-content\/uploads\/2020\/02\/Clayton-Christensen.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"768\" \/>\n\t<meta property=\"og:image:height\" content=\"432\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Redator\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@FederacaoTiBR\" \/>\n<meta name=\"twitter:site\" content=\"@FederacaoTiBR\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Redator\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/homolog.fenati.org.br\\\/clayton-christensen-o-essencial\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/homolog.fenati.org.br\\\/clayton-christensen-o-essencial\\\/\"},\"author\":{\"name\":\"Redator\",\"@id\":\"https:\\\/\\\/homolog.fenati.org.br\\\/#\\\/schema\\\/person\\\/6cf3c4e9f3bf30d22b179e6f304c268b\"},\"headline\":\"Clayton Christensen: O Essencial\",\"datePublished\":\"2020-02-28T19:16:29+00:00\",\"dateModified\":\"2023-10-24T14:56:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/homolog.fenati.org.br\\\/clayton-christensen-o-essencial\\\/\"},\"wordCount\":458,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/homolog.fenati.org.br\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/homolog.fenati.org.br\\\/clayton-christensen-o-essencial\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/homolog.fenati.org.br\\\/wp-content\\\/uploads\\\/2020\\\/02\\\/Clayton-Christensen.jpg\",\"keywords\":[\"ti\"],\"articleSection\":[\"TI\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/homolog.fenati.org.br\\\/clayton-christensen-o-essencial\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/homolog.fenati.org.br\\\/clayton-christensen-o-essencial\\\/\",\"url\":\"https:\\\/\\\/homolog.fenati.org.br\\\/clayton-christensen-o-essencial\\\/\",\"name\":\"Clayton Christensen: O Essencial - 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