Joseph Bower & Clayton Christensen's HBR article talks about disruptive technologies.
Consider the evolution of CSP technology in Steel industry to produce thin sheet steel pioneered by Nucor Steel. Also look at the general mushrooming of mini mills producing the low cost steel rods & pipes that have preyed on the large giants and have taken over the segmental market share in a short period of time. In India, we have film stars advertising for the construction grade steel rods (called sariya) of late, which was an unknown phenomenon few years back. Look at Digital photography replacing the film based photography. USB pen drives replacing floppies and may be even CDs.... the list goes on. Every day we watch so many newer technologies taking on giants who thought these small new technologies would never go the full mile.
What is so characteristic about these new 'disruptive technologies'? All of them almost make a modest beginning ie., when they start, they offer less for less. Not so much storage capacity at similar prices in the case of smaller storage devices replacing the bigger ones(5 1/4" v/s 3 1/2"), and hence it does not look very attractive in the beginning. The analogy prof Mukherjee uses to describe them is of a donkey.
New technology = Donkey
So the question is, would you as an organisation bet your money on a donkey taking part in a race along with horses? Would the donkey become horse or better still a cheetah and win the race? If you have the business knack of identifying these prized donkeys, you can add more sting to your portfolio. Bower and Christensen talk about how large sized companies ignore and dismiss the newer technologies that later on prey on them. Call it short sightedness or lack of judgement?
So, as time goes on, donkey-->Horse/cheetah
and then
As we ended the class, normally Prof Mukherjee has the last word. But today, it had to be different, Chibber bhai as usual is thinking either about PGPX or application of hsi learnings from the class room. And bingo ! He wonders if PGPX is a disruptive technology in Global market. Well, the donkey comparison is not so bad, if you have the foresight of what is going to unfold. Prof Mukherjee is sure about where he wants to bet his money on.
Consider the evolution of CSP technology in Steel industry to produce thin sheet steel pioneered by Nucor Steel. Also look at the general mushrooming of mini mills producing the low cost steel rods & pipes that have preyed on the large giants and have taken over the segmental market share in a short period of time. In India, we have film stars advertising for the construction grade steel rods (called sariya) of late, which was an unknown phenomenon few years back. Look at Digital photography replacing the film based photography. USB pen drives replacing floppies and may be even CDs.... the list goes on. Every day we watch so many newer technologies taking on giants who thought these small new technologies would never go the full mile.
What is so characteristic about these new 'disruptive technologies'? All of them almost make a modest beginning ie., when they start, they offer less for less. Not so much storage capacity at similar prices in the case of smaller storage devices replacing the bigger ones(5 1/4" v/s 3 1/2"), and hence it does not look very attractive in the beginning. The analogy prof Mukherjee uses to describe them is of a donkey.
New technology = Donkey
So the question is, would you as an organisation bet your money on a donkey taking part in a race along with horses? Would the donkey become horse or better still a cheetah and win the race? If you have the business knack of identifying these prized donkeys, you can add more sting to your portfolio. Bower and Christensen talk about how large sized companies ignore and dismiss the newer technologies that later on prey on them. Call it short sightedness or lack of judgement?
So, as time goes on, donkey-->Horse/cheetah
and then
As we ended the class, normally Prof Mukherjee has the last word. But today, it had to be different, Chibber bhai as usual is thinking either about PGPX or application of hsi learnings from the class room. And bingo ! He wonders if PGPX is a disruptive technology in Global market. Well, the donkey comparison is not so bad, if you have the foresight of what is going to unfold. Prof Mukherjee is sure about where he wants to bet his money on.
2 comments:
Hard to bet on donkeys vs. horses... however to compare PGPX to donkey may be strechin it a bit- PGPX has all the traits to showcase it as a horse ;) the IIMA brand value, the top notch placement results, the tried and tested Case methodology... however if we were to take on the realm of disruptive technologies in the education realm we would have to watch out for unconventional models of teaching, a ship without a brand name.... but as these have a habit of staying below the radar- hard to identify them ;)
Peace
SS
I know what you are saying Sonam, but after hearing about the 'prized' donkey which morphs into a cheetah, one can only aspire to be that. It is not be taken in literal sense ;)
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