Thanks to new research published by professors at USC and UTSA in the Journal of Marketing, business leaders have a new way of thinking about the adoption of new disruptive technologies and therefore making critical strategic decisions about how they choose to compete.
In the early 1960s, Everett Rogers codified decades of research into the Diffusion of Innovations curve, which tremendously helped business leaders understand market adoption of disruptive technologies. In the early 1990s, Geoffrey Moore advanced this work with his Technology Adoption Life Cycle, which helped innovative business leaders better understand what they can do to manage through these transitions. Now, another 30 years on, Chandrasekaran et al are developing a new Successive Technology Diffusion Model which, I believe, will help both incumbent and disruptive business leaders make the most important strategic decisions for the survival of their companies.