Extending Technology for Market Disruption: A Case Study
Emerald Group Publishing Ltd.
Journal of Product and Brand Management
Purpose - In an environment that is hyper-dynamic and faced with economic turmoil, it is crucial that organizations identify innovative competitive strategy. Using principles from Clayton Christensen's The Innovator's Dilemma, KVH Industries embarked upon a strategic market planning mission. This paper aims to describe how this company successfully turned a competitive disadvantage to an advantage by examining the market mindset and utilizing disruptive innovation to introduce a new product.
Design/methodology/approach - This paper utilizes a case study to demonstrate successful application of disruptive innovation.
Findings - A new evolutionary product was indicated in the research.
Research limitations/implications - There may be some lack of generalizability due to this being a case study for a specific brand in a specific industry.
Practical implications - It is unclear whether a revolutionary, rather than an evolutionary, product introduction would be more successful. Practitioners should recognize the competitive opportunities afforded through "disruptive innovation" strategies.
Originality/value - This paper is of value to practitioners to see the success of one company's dismissal of a revolutionary product introduction in favor of a product launch that represents a "just good enough" alternative to competitors' products. It also demonstrates that there are risks associated with using a brand extension approach rather than individual branding.
Recommended CitationNotarantonio, Elaine M. and Quigley Jr., Charles J., "Extending Technology for Market Disruption: A Case Study" (2013). Marketing Department Journal Articles. Paper 50.