Extending Technology for Market Disruption: A Case Study

Purpose - In an environment that is hyper-dynamic and faced with economic turmoil, it is crucial that organizations identify innovative competitive strategy. Using principles from Clayton Christensen\u27s The Innovator\u27s Dilemma, KVH Industries embarked upon a strategic market planning mission. This paper aims to describe how this company successfully turned a competitive disadvantage to an advantage by examining the market mindset and utilizing disruptive innovation to introduce a new product. Design/methodology/approach - This paper utilizes a case study to demonstrate successful application of disruptive innovation. Findings - A new evolutionary product was indicated in the research. Research limitations/implications - There may be some lack of generalizability due to this being a case study for a specific brand in a specific industry. Practical implications - It is unclear whether a revolutionary, rather than an evolutionary, product introduction would be more successful. Practitioners should recognize the competitive opportunities afforded through disruptive innovation strategies. Originality/value - This paper is of value to practitioners to see the success of one company\u27s dismissal of a revolutionary product introduction in favor of a product launch that represents a just good enough alternative to competitors\u27 products. It also demonstrates that there are risks associated with using a brand extension approach rather than individual branding