Who could have imagined that hugely successful and profitable companies like Kodak, Blockbuster, and Borders as well as well-established entities such as the U.S. Postal Service and the New York Stock Exchange could lose market share and be threatened with extinction? These are but a few of the examples of the firms that responded poorly respond to a disruptive technology.
In recent decades, technology has changed rapidly to the point that it can very quickly affect a seemingly impregnable company or industry. Unexpected technological developments enable innovators to offer new products and services that threaten incumbents. In order to survive, existing firms must be able to see a disruption on the horizon and figure out how to respond.
The Search for Survival: Lessons from Disruptive Technologies examines organizations that failed to develop a strategy for coping with a technological disruption and have suffered greatly or even gone out of business. The first chapter presents a model of how firms can respond to and hopefully survive a disruptive technology. Each following chapter focuses on firms that have failed to survive or whose future is in doubt, accompanied by an extensive, detailed discussion of the lessons learned from each company or field’s failings, covering examples from industries such as recorded music, book publishing, video, newspaper, and higher education.
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