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vs.
Source:
Clayton M. Christensen (1995), Explaining the
attacker‟s advantage: technological
paradigms, organizational dynamics and
value networks
Disruptive Technology
Typical issues in the case of
Attacker‟s Advantage
Incumbent Issues & Strategies Start-up Issues & Strategies
• Basis of Competitive Advantage is based on • Opportunity to capture market leadership by
products not competencies effective development of competence-destroying
• Sustainable market position requires constant technology
reinvention and preemption • Few opportunities to contract with market leader
• Organisation is subject to S-curve “blind spots” -- subject to the “disclosure” effect
and inertia • Effective strategies involve “stealth” (choosing
• Effective strategies require constant niche customers, reconfiguring the architecture,
monitoring; integration of market and etc…)
technical knowledge bases
Biotechnology
Benefits of trading in
the market for ideas
Industrial
Equipment
Avoiding Duplicative Investments
Electronics
• Costly Marketing & Manufacturing Assets
• Imitative R&D Programs
Instruments
Taking advantage of “High-Powered”
Research Incentives in Small Firms
Computer
Software • Product Market Assets v. Entrepreneurship
Attacker’s advantage
Greenfield competition
start-up incumbent
Some data:
The MIT Commercialization Strategies Survey
(Figures represent the Does the incumbent have assets that are
rate of cooperation essential to the value proposition?
within each cell) No Yes
Focus on internal
Pre-emption & development OR build
No
Can the reinvention are key! reputation & technology
start-up platform for ideas trading
effectively
keep Encourage technical
incumbent Avoid early
dynamics & market
from cannibalization;
stability; downstream
imitating? Yes attempt to
and upstream assets are
differentiate & build
complementary to one
value chain
another
Balance between doing too little vs. too much
DO MORE
DO LESS
Some pointers on planning of your R&D,
engineering and design activities
2…
3…
TOTAL
HOURS
= Net cashflow
… now go do it yourself!