ADM 4316 Lecture Notes - Lecture 14: Michael L. Tushman, Leading Edge

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Phase ii (dominant design) i: phase iii (era of incremental change) > is characterized by turbulence and uncertainty and begins with the introduction of a new technological discontinuity. > in this phase the new technology displaces the incumbent technology (anderson and. Tushman refer to this as substitution) but there is considerable design competition as firms experiment with different forms of the technology. > a dominant design will emerge as long as a new technological discontinuity doesn"t arrive too soon. Anderson and tushman"s key insight is that the dominant design was never in the same form as the original discontinuity and also is never on the leading edge of the technology. > is characterized by a shift in firm focus to efficiency and market penetration (e. g. by offering different models and price points).

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