"When the technology that has the potential for revolutionizing an industry emerges, established companies typically see it as unattractive: it’s not something their mainstream customers want, and its projected profit margins aren’t sufficient to cover big-company cost structure. As a result, the new technology tends to get ignored in favor of what’s currently popular with the best customers. But then another company steps in to bring the innovation to a new market. Once the becomes established there, smaller-scale innovation rapidly raise the technology’s performance on attributes that mainstream customers’ value."
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Joseph Bower (May 2002). "Disruptive Change". Harvard Business Review. 80 (05): P 95–101.
https://en.wikiquote.org/wiki/Joseph_L._Bower
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Joseph L. Bower
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