CHAPTER SIX

Match the Size of the Organization to the Size of the Market

artManagers who confront disruptive technological change must be leaders, not followers, in commercializing disruptive technologies. Doing so requires implanting the projects that are to develop such technologies in commercial organizations that match in size the market they are to address. These assertions are based on two key findings of this study: that leadership is more crucial in coping with disruptive technologies than with sustaining ones, and that small, emerging markets cannot solve the near-term growth and profit requirements of large companies.

The evidence from ...

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