Thales Teixeira is a former professor at Harvard Business School and author of “Unlocking the Customer Value Chain.” He studies a few core business phenomena of the digital age such as unbundling, disintermediation, coupling, decoupling, and innovation.
As pointed out in the book “Unlocking The Value Chain” by Thales Teixeira, business model disruption has followed three waves: unbundling (1994-99), disintermediation (2000-05), and decoupling (2005-onward). Today what’s disrupting the business world is the wave of decoupling. That consists in breaking the customer value chains by identifying valuable activities that can be performed by the decoupler, which can capture a good chunk of the business value from incumbent companies.
Unbundling is a business process where a series of products or blocks inside a value chain are broken down to provide better value by removing the parts of the value chain that are less valuable to consumers and keep those that in a period in time consumers value the most.
Read next: Unbundling, Disintermediation, Coupling, Decoupling