CHAPTER NINE Performance Provided, Market Demand, and the Product Life Cycle

The graphs in this book showing the intersecting technology and market trajectories have proven useful in explaining how leading firms can stumble from positions of industry leadership. In each of the several industries explored, technologists were able to provide rates of performance improvement that have exceeded the rates of performance improvement that the market has needed or was able to absorb. Historically, when this performance oversupply occurs, it creates an opportunity for a disruptive technology to emerge and subsequently to invade established markets from below.

As it creates this threat or opportunity for a disruptive technology, performance oversupply ...

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