Canaries in the High-Tech Mine

Keller, Eileen Weisenbach; Shanklin, William L.
May 2007
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p37
Will radical, new technology serve to suffocate a prevailing offering or will the novice product remain weak and become a transitory distraction? Examination of four industries that attacking innovations disrupted reveals that this question frames the problem incorrectly. Zero-sum obsolescence and incumbent product dominance are not the only possible outcomes. This article identifies other varieties of upheaval that could prove to be lifesaving for a firm in an unfamiliar competitive landscape.


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