New Technology Lecture L09 The Innovator's Dilemma
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Transcript of New Technology Lecture L09 The Innovator's Dilemma
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Lecture L09 THE INNOVATOR’S DILEMMA
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Economist article: The last Kodak moment? !
Kodak is at death’s door; Fujifilm, its old rival, is thriving. Why?
READING ASSIGNMENT
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Founded in 1880 Noted for their pioneering technology
“You press the button,we do the rest”
By 1975 they had 90% of firm and 85% of
camera sales in US
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Technology is one of the
major factors in change
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Firms that succeed in one generation of innovation almost inevitable become hamstrung by their own success and thus doomed to lose out in the next wave of innovation
Source: (Christensen, 2000)
The Innovators Dilemma
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Surviving Technological Change
What is it that kills successfulcompanies?
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Understanding the Job Clayton Christensen
professor at Harvard Business School
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Reason for Failure?
If you become wildly successful because you do everything right,
you're doomed
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Source: Yang, Harvard
Traditional Concept of Good Management
Focus on your best customers Focus on your highest margin products
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Resources, Processes and Values Theory R e s o u r c e s (what a firm has), p r o c e s s e s (how a firm does it´s work), and v a l u e s (what a firm wants to do) collectively defines an organisation’s strengths as well as weaknesses and blind spots
Source: (Christensen, 2000)
The RPV Theory
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WHEN P L AT F O R M
S H I F T HAPPEN, COMPANIES FIND IT HARD TO MOVE
TO NEW GENERATION OF
TECHNOLOGY
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Image Source Page: http://www.teach-‐ict.com/wp/archives/264
Only ONE established firm managed the transition from one
generation to the next
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Why did they fail?
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They listened to their
customers
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Case StudyBetware transformed from custom software development to product development – from technology to service
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If I’d asked my customers what
they wanted, they’d have said a
faster horse - Henry Ford
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We tend to view technology based on
past usages but not the future potential
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The hardest things when you are trying to affect change !
Steve Jobs Insult Response, WWDC 1997
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Source: Yang, Harvard
Traditional Concept of Good Management
Leads successful companies to ignore disruptive innovations with deadly consequences
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“We listen to our best customers”
The Innovation Trap
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“Our customer is asking for the new product, but we don’t have it and its to late the enter the market”
The Innovation Trap
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“Our customer are starting to ask for our new product.”
The Innovation Trap
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It is very difficult for incumbent companies to disrupt themselves,
so usually others will do it
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Markets that do not exist cannot be
analysed !
- Clayton Christensen