TY  - JOUR
AB  - Innovation is central to modern competition and yet many executives are wary of the risks of cannibalisation of their existing product and service sales through inappropriate innovation. However, the impact of discontinuous technological change is fundamental, and the risks to established companies from not innovating to compete with disruptive technologies are substantial. Many of the arguments which tended towards avoiding cannibalisation are increasingly invalid as a basis for strategic decisions. We propose a framework of proactive cannibalisation that responds to changing customer value, as part of the process for building appropriate innovation strategies for the new competitive and technological environment faced by companies. We provide a framework for managers to evaluate the drivers of successful innovations in developing their strategies.
VL  - 14
IS  - 4
SN  - 0955-534X
DO  - 10.1108/09555340210434447
UR  - https://doi.org/10.1108/09555340210434447
AU  - Cravens David W.
AU  - Piercy Nigel F.
AU  - Low George S.
PY  - 2002
Y1  - 2002/01/01
TI  - The innovation challenges of proactive cannibalisation and discontinuous technology
T2  - European Business Review
PB  - MCB UP Ltd
SP  - 257
EP  - 267
Y2  - 2024/09/21
ER  -