Innovation, Market Archetypes and Outcome

pp 97-116

Staying Alive: Struggles in Innovation Space

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While commoditization is an ever omnipresent threat, many established firms see the future of their industry not in terms of commoditization, but of impending irrelevance. Today’s icons are increasingly being thrust aside by new firms and new products. This decline of erstwhile industry dominance need not arise due to disruptive innovations that seen earlier in Chap. 2 and in Chap. 51. Rather, the discussion in this chapter is the struggle that some leaders face, in thwarting of challenges from upstarts. A struggle oftentimes to stay relevant.