Abstract

FERNANDEZ, Esteban  and  VALLE, Sandra. Disruptive technology: the defeat of established companies. Innovar [online]. 2018, vol.28, n.70, pp.9-21. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v28n70.74404.

This work focuses on the study of disruptive technology, one of the most important forms of radical product innovation on which, however, there is still much to learn. For this purpose, and with no intention of developing a new theory, we carried out a review and classification of existing theoretical developments and empirical evidence on the subject. Several goals were achieved from this exercise. First, we clarified the meaning of disruptive technology by explaining this is one of the main ways to attack an already consolidated market, and by establishing differences from other types of attacks. Then, we identified and classified all factors that explain why companies established in the attacked market are not able to successfully defend themselves. In addition, we provide clarity and precision to a body of literature sometimes surrounded by contradictions and imprecise terminology. Finally, a series of questions and reflections that might require additional research in order to deepen the understanding of this topic are presented. With all this, advantages for both academics and managers are provided. The former can count on a very valuable point of reference to mobilize their resources and efforts. The latter can accumulate knowledge, allowing them to effectively guide decision-making processes in the face of a disruptive attack.

Keywords : Disruptive technology; emerging technology; defeat of established companies; main-stream market; pioneer.

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