That’s the question Ron Adner, a professor of strategy and entrepreneurship at Tuck, examines in new research on technological substitution.
“When we think about the challenge of innovation, we tend to think that the biggest hurdle is to present a great innovation out in the market,” says Adner. “If that innovation was developed, delivered, is out there, and consumers know about it and want it, the expectation is that it should succeed and succeed very rapidly. But that doesn’t always happen.”
[This article republished with permission from the author and the Tuck School of Business.]