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Masterclass Decoupling: customer-centric perspectives on disruption and competitive advantage Brian Leavy The phenomenon of industry disruption, and the crucial role that business model innovation by late entrants so often plays in bringing it about, is an evolving feature of modern competitive strategy. This masterclass examines the insights of Harvard marketing expert Thales Teixeira in Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption. Professor Teixeira warns that “Disruptors often posed a threat by breaking the links between some of the stages of the Customer Value Chain and then ‘stealing’ one or a few stages for themselves to fulfill.”