文档介绍：Seminar 3 Types of Innovation: Sustaining vs Disruptive Learning Objectives: ? Types of innovation – sustaining vs disruptive ? Understand the four major types of innovation and what is required by each ? Understand the managerial implications of the dynamics of technical change ? Develop an understanding of Technology S- curves ? Crossing the Chasm-Technology Adoption Life Cycle Innovation defined from a different angle ? Innovation – refers to the output and the process of arriving at a feasible solution to a problem triggered by a technological opportunity or customer need ? An innovation consists of 3 primary components: – Hardware elements – Software elements – Evaluation information elements Important Points about the components ? Hardware and software are intrinsic to the technological innovation ? Innovations may differ in terms of ponent is dominant , the hardware or the software ? Evaluation information is not intrinsic to technology; information allows the evaluation of the usefulness of an innovation Types of innovation ? Market-pull – advancement of technology oriented towards a specific market need – Occur when customers are technologically sophisticated – Occur more frequently with older technologies – Tend to be incremental innovations Types of innovation ? Technology push – emphasizes the advancement of technology oriented primarily toward increased technical performance – Occur more frequently with new and emerging technologies – Tend to be the major source of breakthrough innovations (Disruptive Technologies) The Innovator ’ s Dilemma ? Firms tend to structure innovation processes around the assumption of ‘ steady state ’ of change –‘ doing what we do better ’– incremental innovation, sustaining technologies ? However, firms must also manage the disruptive or discontinuous change occurring due to unexpected market shifts or the emergence of new technological possibilities ? How do they ‘ ride both hors