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There are specific rules that govern how change can successfully occur in a given industry. Companies whose growth strategies follow the rules of their industry succeed; those who break the rules fail. This book shows how to align strategy with the principles of industry change to achieve sustainable growth. [UNK] Growth and innovation are essential for the long-term survival of every company - and they are also the two arenas in which companies most consistently fail. This book offers a compelling reason for why this is happening - and a breakthrough framework for turning it around. [UNK] What sets this book apart from other strategy books is the groundbreaking model that explains industry evolution according to four categories: progressive, creative, radical, and intermediating. Using this framework, strategists can answer three core questions: Which type of industry is my firm in and what are the rules of change? How do I align innovation with these rules of change? What forms of innovation will work within this particular industry context?