Articles - Technological Evolution and Radical innovation

8 important questions on Articles - Technological Evolution and Radical innovation

Why is understanding technological innovation vital for marketers (Sood Tellis)

- Technical change is perhaps the most powerful engine of growth; it fuels the growth of new brand, creates new growth markets and transforms small outsiders in market leaders.

 

What three types of technological change can be identified (Sood and Tellis)

- Platform innovation: the emergence of a new technology based on scientific principles that are distinctly different form those of existing technologies.

- Component innovation: Use of new parts or material within the same technological platform. 
- Design innovation: Reconfiguration of the linkages and layout components within the same technological platform

What is the explanation of the S curve (Sood and Tellis)

-Dynamics of firms and researchers as the technology evolves. Technology life cycle; because it explains the occurrences of three major stages of the S curve

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What are the results of Sood an Tellis regarding shape of technological evolution

- Technologies do not show evidence of a single S-shaped curve of performance improvement

Rather they evolve through an irregular step function with long periods of no growth in performance interspersed with performance jumps. A jump in performance appears to be largest after a long plateau of no improvement

What are the results of Sood and Tellis performance of competing technologies?

- New technologies may enter above or below the performance of exiting technologies. The performance curves of a pair f competing technologies rarely have a single crossing. The part of technological evolution seems partially predictable. Previous improvement in performance of the same technology, improvement or crossing by a rival technology, and especially crossing by a rival firm tend to signal immediate improvement in performance.

What are the results of Sood and Tellis concerning the pace of technological transition

The rate of technological change and the number of new technologies increases over time

Source of New Technologies sood tellis

New technologies come as much from new entrants as from large incumbents

What are the results of Sood and tellis concerning the dimenstions of technological competition

Each new technology introduces a sequence of random, seemingly unpredictable secondary dimensions as a new basis for competition.

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