The innovation challenges of proactive cannibalisation and discontinuous technology

The innovation challenges of proactive cannibalisation and discontinuous technology Innovation is central to modern competition and yet many executives are wary of the risks of cannibalisation of their existing product and service sales through inappropriate innovation. However, the impact of discontinuous technological change is fundamental, and the risks to established companies from not innovating to compete with disruptive technologies are substantial. Many of the arguments which tended towards avoiding cannibalisation are increasingly invalid as a basis for strategic decisions. We propose a framework of proactive cannibalisation that responds to changing customer value, as part of the process for building appropriate innovation strategies for the new competitive and technological environment faced by companies. We provide a framework for managers to evaluate the drivers of successful innovations in developing their strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Business Review Emerald Publishing

The innovation challenges of proactive cannibalisation and discontinuous technology

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0955-534X
DOI
10.1108/09555340210434447
Publisher site
See Article on Publisher Site

Abstract

Innovation is central to modern competition and yet many executives are wary of the risks of cannibalisation of their existing product and service sales through inappropriate innovation. However, the impact of discontinuous technological change is fundamental, and the risks to established companies from not innovating to compete with disruptive technologies are substantial. Many of the arguments which tended towards avoiding cannibalisation are increasingly invalid as a basis for strategic decisions. We propose a framework of proactive cannibalisation that responds to changing customer value, as part of the process for building appropriate innovation strategies for the new competitive and technological environment faced by companies. We provide a framework for managers to evaluate the drivers of successful innovations in developing their strategies.

Journal

European Business ReviewEmerald Publishing

Published: Aug 1, 2002

Keywords: Technological change; Strategic evaluation

References

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