High-end disruptive technologies with an inferior performance

The has previously stated that those innovations often emerge in low-end segments or in new markets and as the performance improves it eventually displaces the old technology. This article aims to explain how and why a technology may prosper in or mainstream markets despite its performance and does so through three in-depth case studies. The findings suggest that those technologies may compensate the by simplifying and removing work for customers. For instance, digital imaging emerged in segments since these customers were willing to trade-off the initially lower image quality in order to remove the usage of film. Based upon these results, the paper concludes that the literature on disruptive technologies needs to maintain a more nuanced view of value and how it is created and distributed inside the customer’s organisation.
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