歷史上出現許多既有領導企業被新興企業取代的例子，其背後的原因一直引起高度興趣。Christensen (1997)提出的破壞性科技 (disruptive technology)觀念為此現象提供一個解釋的方向。自破壞性創新的提出以來，已有眾多學者投入相關研究探討，但至今尚無一個廣泛被學界所接受且可適用於不同產業的模型，因此仍迫切需要更多的研究投入和實務驗證。評估破壞性創新的困難，就如預測未來般充滿著不確定性。對既有企業而言，藉由評估破壞性創新，可以對即將面對的衝擊早一步採取因應措施，使競爭優勢得以維持；對新興企業而言，評估破壞性創新即是找出成長的利基，並可依此進入主流市場甚至擊倒既有領導企業。 有鑑於評估破壞性創新的重要性和困難度，本研究提出評估成功的破壞性創新時應考量的關鍵構面，包含創新提供的性能對應於主流市場的需求、低價格或創造新的價值、市場擴散速度、以及社會環境。本研究以VoIP產業為破壞性創新個案來驗證各項構面。研究結果顯示PSTN的通話品質和功能已超過既有需求，讓VoIP有進入低階市場的機會。同時現階段VoIP的通話品質已可滿足大眾主流市場的需求，並提供較便宜的解決方案。尤其對既有網路人口而言，VoIP不僅是便宜且簡易的解決方案，更提供了多項應用服務的整合。VoIP破壞性創新正在市場上快速擴散，尤其在美國與歐洲等地區。透過評估構面的提出，使評估成功的破壞性創新能以更系統化的方式進行。評估構面的提出可為未來完整模型的建立提供一個發展方向，同時提供一個分析創新潛力的方法，產業界可以依據分析後的結果擬定相關策略。

Christensen提出「破壞性創新」，解釋為什麼許多過去成功的企業，在遭遇到新市場或新科技的衝擊時，常常失去他們在業界的領導地位。然而，相當可惜的是，Christensen只提出的「破壞性創新」的概念，卻沒有清楚地定義什麼才算是「破壞性創新」。 本研究將建立一個具有「價值創新程度」、「市場創新程度」、「市場成長速度」，三個構面的模型，用來決定是否為「破壞性創新」的要件。在每個構面下，分別發展出更細微的判斷指標，使模型更趨於完善。本研究更深入訪談三間具創新能力、其產品在市面上都有一定知名度的公司創辦、負責人，就本研究的三個構面，分別以其公司的創新產品做出對應的回應。最後統整出這些創新產品在這些構面的相似性。 / Christensen proposed the concept of "disruptive innovation" to explain why the established firm always failed when facing new market of new technology. However, Christensen just proposed the idea of "disruptive innovation", but he didn't clearly define what "disruptive innovation" is. This research established a model including three dimensions: value innovative ability, market acceptability, and market innovative ability, to determine if it is disruptive innovation. There are some criteria under the three dimensions. This research also interviewed the persons in charge innovative products, which is very popular in the market, in three innovative companies. They reposed according to the three dimensions. Some similarities of the three innovative products are concluded.

This thesis investigates the performance of business model innovation (BMI) by incumbent power utility and clean-tech start-up firms influenced by the German Energiewende. It emphasises the factors that impact BMI from a managers’ perspective, examines success factors for managers to overcome BMI challenges, and addresses contingencies to perform BMI in a more structured way. The research is driven by the German Energiewende. It has been chosen as Germany is considered one of the world’s leading markets for renewable energies and a transformation of the power sector is currently underway. Therefore, established power utility firms face severe changes, which have the characteristics of a potential disruption to their business model (BM). At the same time, new players are challenging these incumbents with new BMs. The research is underpinned by the extant literature on BMs and BMI. The research approach is based on two case studies; the incumbent power utility and the clean-tech start-up sector. The qualitative study comprises of 24 semi-structured interviews conducted with top tier managers, from 18 firms, responsible for BMI within these firms. Key findings: This study extends our knowledge of BMI in both a start-up and an incumbent environment that is influenced by various contingent events. It portrays barriers to BMI and depicts critical success factors for BMI that point out solutions on how to overcome these barriers. It provides a structured BMI framework for established firms and illustrates future BM archetypes in this sector. It clearly documents the German Energiewende is regarded as a disruptive threat from the perspective of incumbent power utility managers. The theoretical contribution of this thesis is a process framework including all identified drivers and challenges for BMI in both established and start-up firms. Contributions to practice include critical success factors for BMI, recommendations to overcome barriers to BMI and future BM archetypes within the newly evolving Energiewende industry based on sustainable technologies.

Este trabalho enfoca o campo de atuação do marketing de serviços, setor cada vez mais representativo nas economias mundiais, em que a competitividade igualmente crescente demanda das empresas a capacidade de inovar e se diferenciar continuamente em prol da sobrevivência e crescimento. As características distintivas de marcas de serviços, sobretudo o caráter intangível da prestação, trazem para estas empresas o desafio da transformação dos serviços em benefícios concretos, buscando um posicionamento sólido junto aos consumidores e influenciando o processo de decisão de compra. Assim, é objetivo deste trabalho estudar como o posicionamento de marcas de serviços é gerido quando ocorre a introdução de uma inovação disruptiva, ou seja, quando a empresa decide pela introdução de uma tecnologia de ruptura, com uma proposição de valor consideravelmente diferente da tecnologia vigente. A metodologia adotada envolveu primeiramente a revisão de literatura nos temas de marketing de serviços, segmentação/posicionamento e aspectos da inovação disruptiva, buscando um entendimento da relação entre os construtos. De forma complementar, considerando-se a adequação com a questão de pesquisa, decidiu-se pela condução de um estudo de caso enfocando uma empresa do setor de serviços de telecomunicação móvel brasileiro, a Vivo S/A. A decisão pelo estudo de caso único foi motivada pelo caráter peculiar da situação estudada, representada pela introdução da tecnologia GSM pela empresa no período compreendido entre os anos 2006 e 2007, em caráter disruptivo. Estudou-se a forma como a empresa procedeu no tocante aos processos de segmentação, posicionamento e gestão do composto de marketing frente a este evento. Os resultados apontam para uma influência significativa da mudança tecnológica no posicionamento da marca, com maior impacto nos fatores relacionados a produto, promoção e pessoas, do composto de marketing de serviços. A pesquisa também revelou o poder de tecnologias emergentes em transformar as competências internas de uma empresa, muito além da tecnologia em si. Por fim, os resultados mostram como a empresa conseguiu resultados positivos nas dimensões de negócios e de marca, revertendo uma situação competitiva desfavorável, identificada no contexto que se pôde construir para o caso. / The following dissertation will address the theme of services marketing, a sector that has been increasingly representative in global economies, where competitiveness is constantly growing and demands that companies have the ability to continually innovate and differentiate in favor of their own survival and growth. The distinctive characteristics of service brands, especially the intangible characteristic, bring to these companies the challenge of transforming services into concrete benefits, seeking a solid position among consumers and influencing the purchase decision process. Thus, the objective of this project is to study how the positioning of services brands are managed when there\'s introduction of a disruptive innovation, ie, when the company decides to introduce a disruptive technology, with a value proposition considerably different from the current technology. The adopted methodology involved primarily a literature review in the areas of services marketing, segmentation / positioning and aspects of disruptive innovation, seeking to understand the relationship between the concepts. In a complementary way, considering the suitability to the research question, it was decided to conduct a case study focused on a mobile telecommunications company in Brazil, Vivo S/A. The decision for a single case study was motivated by the peculiar character of the studied situation, represented by the introduction of GSM technology by the company in the period between 2006 and 2007 in a disruptive character. The project sought to understand how the company proceeded regarding the processes of segmentation, positioning and management of the marketing mix, considering this event. The results point to a significant influence of technological change in brand positioning, with the greatest impact on factors related to product, promotion and people of the services marketing mix. The research also revealed the power of emerging technologies to transform the internal competencies of a company, beyond the technology itself. Finally, the results show how the company achieved positive results in the dimensions of business and brand, reversing a competitive disadvantage, identified in the context that could build into the case.

Although the rapid growth of the music streaming industry has led to record levels of global music consumption, many leaders in the music streaming industry have not developed a financially sustainable business model for music streaming. This descriptive single case study focused on strategies that some global music streaming service leaders used to generate sustainable profits through their business models. Christensen's theory of disruptive innovation served as the conceptual framework for this study. Semistructured interviews with the chief executive officer and 4 senior managers of a leading music streaming service in southeastern Asia were analyzed to identify themes. Secondary data collected for this research included practitioner reports, government reports, company documentation, and peer-reviewed journal articles. During data analysis, I used method triangulation to generate insights regarding the key themes identified in the literature review. Analysis of the data revealed strategies that global music streaming leaders used to generate profits: (a) optimization of the firm's dynamic capabilities, (b) optimization of the subscription and freemium business models, and (c) a deliberate focus on the niche of local music. The findings of this study could be useful to music streaming service leaders who need to generate sustainable revenues and lack the strategies to do so on their own as well as to music streaming leaders who want their service to implement a disruptive innovation strategy. Additionally, the findings of this study might promote social change by generating awareness of proven strategies leading to sustainable profits for music streaming services and job security for artists who contribute to sustaining or increasing local economies cash flows and taxable incomes.

Recent changes in the Centers for Medicare and Medicaid Services (CMS) reimbursement programs resulted in $1 billion in payments to hospitals based on Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) scores. Approximately 50% of the 3,000 hospitals currently receiving Medicare supplements may receive increases in reimbursement payments while 50% will receive decreases in payments. This case study explored how one hospital team in North Texas achieved high HCAHPS scores. The primary provider theory, Deming's model of plan-do-study-act (PDSA), and disruptive innovation theory framed the study. The data collection process included administrator interviews (n = 7), hospital document analysis (n = 13), and observations of staff conducting care (n = 8). Through method triangulation, themes emerged on the constructs required to achieve high HCAHPS scores. Themes included caregiver-patient interactions, hospital services, hospital environment, hospital technology, and hospital governance. Although this was a single case study, other healthcare leaders may explore the findings to determine how the information contained within might transfer to other healthcare organizations. Improved patient outcomes resulting from education, communication, and technology in the continuum of care might enhance the patient experience and patients' overall health and wellness.

有關既有廠商面對技術改變時為何會失去領導地位，現有文獻多以技術和廠商能耐互動的供給面切入討論，其原因可能是領導廠商無法及時轉換技術、調整能耐或組織惰性等因素；對於少數新興國家的後進廠商成功挑戰既有領導廠商，成為全球領導廠商的研究，也大多依循這種供給面觀點，認為建立並不斷提升技術能耐是成功的關鍵。 深入檢視既有廠商面對技術改變失去領導地位的原因，不完全是來自供給面的問題，市場需求面也是重要的影響因素。在討論市場需求面的相關理論中，斷裂性創新架構是最典型的觀點，該觀點認為新興廠商推動斷裂性創新會持續破壞現有市場遊戲規則，造成競爭基礎的改變與產業結構的變化，此觀點主要在說明市場顧客需求的變化對新舊廠商競爭的影響，並據以補充說明技術供給面的不足。 至今斷裂性創新研究並未發展出一個有系統的架構來檢測某種創新情境是否為斷裂性創新？因而，本研究根據斷裂性創新架構觀點及個案研究法中描述性理論架構的要求，發展出斷裂性創新描述架構的相關特性要件，並用此架構來檢測台灣積體電路公司及其所促進高度發展的全球晶圓代工產業，檢測結果發現過程符合斷裂性創新的特性。後續研究將可由斷裂性創新的觀點切入，重新詮釋台積電成功成為全球領導廠商的原因。 本研究發展出來的描述架構是一個檢測斷裂性創新的良好基礎，可以作為測試其他產業是否存在斷裂性創新的參考。 / Why established incumbents loosed their leading positions facing the disruptive technology, explanation of current literatures tended to focus on the supply-side interaction of technologies and firms’ capabilities. The research on latecomer firms catching up technological gap in newly development countries also focused on the supply-side perspective and argued that consecutive advancing technological capabilities was the key to success. Closer examination of technology competition, however, reveals that technology or market transitions are not necessarily due to the supply-side difficulties, like incumbent technology’s inherent limit, incumbents’ inability to master new skill, or organizational inertness. The market demand-side is also an important factor offering a complementary set of explanations that highlight the influence of consumers’ need on technology trajectory. The most influential expression of a demand side role in technology competition is the disruptive innovation that will break the market rule, shift the bases of competition and change the industry structure. Current researches, however, did not develop systematically analytical tool or framework to identify disruptive innovation. This study followed the major perspectives of disruptive innovation and the rules of case study to develop the descriptive framework for testifying the phenomenon of disruptive innovation. The semiconductor industry development in Taiwan was identified and described under the conditions of this framework. This descriptive framework is a systematic tool for testing disruptive innovation in any industry.

Disruptive Innovation, according to the term’s founder Clayton Christensen, is defined as a specific type of innovation that is able to capture the lower-end of the market through quality, feature, or cost differences and leverage this position to achieve higher market share. Entrepreneurs who utilize disruptive innovation strategies have been historically able to create products and services that achieve massive financial and cultural success. Theories of personality characteristics have been previously applied to entrepreneurial activities, but not used to bridge the gap between developmental experiences and market success. Cross-industry analysis of ten top entrepreneurial business leaders from retail, food services, and consumer electronics allows for the identification of certain personality characteristics and influences present in the early lives and careers of highly successful entrepreneurs. Entrepreneurs can be categorized according to inherent skills and personality characteristics, which suggest either revolutionary or architecturally brilliant product or service creation. Patterns of conceptual product ideation and business model evolution show that there are similarities between experiences in an entrepreneur’s formative years and the implementation of a business model and strategy. Implications of highly successful business models as they relate to marketplace dynamics include financial success, cultural impact, and institutionalization. To varying degrees, disruptive entrepreneurs are able to institutionalize their business concepts in order to ensure lasting success in their respective marketplaces.

Dagens taximarknad har på senare tid fått in nya innovativa aktörer som lyckats pressa ner priserna så pass mycket att de blivit ett globalt hot mot traditionella taxibolag. Dessa nya aktörer innefattar Uber och Heetch som etablerat sig inom Stockholmsregionen. Följande arbete innefattar en kartläggning av den nya moderna taximarknaden i Stockholmsområdet med ett stort fokus på traditionella taxibolag (multi-cab bolag) och moderna innovativa plattformsbaserade taxibolag (non-cab bolag). Huvudfokus är på Taxi Stockholm som är en ledande aktör i Stockholmsområdet samt Uber och Heetch. Vad kan traditionella taxibolag göra för att konkurrera med de nya taxiplattformarna som har ett stort kostnadsledarskap och vad kan plattformsföretagen göra för att lyckas konkurrera på taximarknaden och ta över marknadsandelar? Moderna non-cab bolag behöver satsa stort på att följa lagstiftning och regleringar i den marknaden de bedriver verksamhet och inte konkurrera på sina egna villkor, göra satsningar på bättre arbetsvillkor för anställda och följa miljökrav är också av prioritering. Traditionella taxibolag behöver satsa resurser på innovation för att hänga med i den tekniska utvecklingen av taximarknaden, pressa ner sina priser eller erbjuda kunna bättre tillgänglighet gentemot sina kunder i form av stora taxiflottor och satsningar gentemot företagskunder och statliga uppdrag ses som möjligheter för konkurrenskraft. Syftet med denna studie är att undersöka taximarknaden i Stockholm för att ta reda på hur de traditionella taxibolagen ska kunna hantera inflytandet från de nya, moderna och innovativa taxiaktörerna. Studien innefattar intervjuer, datainsamling och observationer hos Taxi Stockholm 15 00 00 AB och användning av sekundära källor för att få in information om de nya aktörerna och deras styrkor och svagheter. Dessutom läggs ett stort fokus på vetenskapliga artiklar och kurslitteratur. Studien är baserad på en fallstudie med inslag av explorativ forskning för att undersöka en case-studie om ett traditionellt taxibolag. Semistrukturerade intervjuer gjordes hos VD samt övriga ledningschefer för att kunna kartlägga hur deras bolag ligger till i förhållande mot de konkurrerande innovativa aktörerna samt de traditionella aktörerna. / The taxi market has recently gotten new competition from innovative companies that have managed to reduce the prices of cab transport so much that they are now a serious contender in the global market. Some of these new companies include Uber and Heetch which are now competing in the taxi market of Stockholm, Sweden. This upcoming thesis includes mapping of the new modern taxi market in the Stockholm region with a big focus on traditional cab companies (multi-cap enterprises) and modern innovative platform-based cap companies (non-cab enterprises). The focal point is on Taxi Stockholm 15 00 00 AB which is the leading competitor in Stockholm, with focus on Uber and Heetch as well. What can traditional cab companies do so that they can better compete with new platform-based cab companies which have big cost and pricing advantages and what can they do to become powerful competitors and subsequently gain market shares? Modern non-cab companies need to respect the laws and regulations of the markets that they compete in which differs depending on which country they operate in. They also need to improve the working conditions for their drivers and be more environmentally oriented. This will show that they take responsibility and are high calibre enterprises that take their societal responsibilities and duties seriously. Traditional cab companies and multi-cab companies need to invest resources and R&D into innovation, so that they can follow the technological development and the digitalization of the taxi market. Lowering their prices and cost is also important so that they can utilize better prices towards their customers, otherwise they would need to have many caps available to have big availability. Multi cap companies have good opportunities to utilize companies and big enterprises as their customers and government orders, this will in turn make them more competitive in the new era of Taxi businesses. The purpose of this comprehensive study is to research and compel the taxi market of Stockholm to discover and learn how the traditional multi-cap companies can handle the influence of the new innovative modern taxi companies. The study includes interviews, collection of data and observations of Taxi Stockholm 15 00 00 AB and the utilization of secondary sources to gain information about the new competitors and their strengths and weaknesses. A big part of secondary sources is also from scientific articles and course literature.   The study is based on a case study and some exploratory research methods in order to identify the mission and goal of this study. The interviews were done in a semi structured manner which was done with the CEO and the rest of the department executives, to be able to map their company in alignment with the rest of the competition in Stockholm including new innovative companies (non-cab) and traditional multi-cab companies.

Este trabalho enfoca o campo de atuação do marketing de serviços, setor cada vez mais representativo nas economias mundiais, em que a competitividade igualmente crescente demanda das empresas a capacidade de inovar e se diferenciar continuamente em prol da sobrevivência e crescimento. As características distintivas de marcas de serviços, sobretudo o caráter intangível da prestação, trazem para estas empresas o desafio da transformação dos serviços em benefícios concretos, buscando um posicionamento sólido junto aos consumidores e influenciando o processo de decisão de compra. Assim, é objetivo deste trabalho estudar como o posicionamento de marcas de serviços é gerido quando ocorre a introdução de uma inovação disruptiva, ou seja, quando a empresa decide pela introdução de uma tecnologia de ruptura, com uma proposição de valor consideravelmente diferente da tecnologia vigente. A metodologia adotada envolveu primeiramente a revisão de literatura nos temas de marketing de serviços, segmentação/posicionamento e aspectos da inovação disruptiva, buscando um entendimento da relação entre os construtos. De forma complementar, considerando-se a adequação com a questão de pesquisa, decidiu-se pela condução de um estudo de caso enfocando uma empresa do setor de serviços de telecomunicação móvel brasileiro, a Vivo S/A. A decisão pelo estudo de caso único foi motivada pelo caráter peculiar da situação estudada, representada pela introdução da tecnologia GSM pela empresa no período compreendido entre os anos 2006 e 2007, em caráter disruptivo. Estudou-se a forma como a empresa procedeu no tocante aos processos de segmentação, posicionamento e gestão do composto de marketing frente a este evento. Os resultados apontam para uma influência significativa da mudança tecnológica no posicionamento da marca, com maior impacto nos fatores relacionados a produto, promoção e pessoas, do composto de marketing de serviços. A pesquisa também revelou o poder de tecnologias emergentes em transformar as competências internas de uma empresa, muito além da tecnologia em si. Por fim, os resultados mostram como a empresa conseguiu resultados positivos nas dimensões de negócios e de marca, revertendo uma situação competitiva desfavorável, identificada no contexto que se pôde construir para o caso. / The following dissertation will address the theme of services marketing, a sector that has been increasingly representative in global economies, where competitiveness is constantly growing and demands that companies have the ability to continually innovate and differentiate in favor of their own survival and growth. The distinctive characteristics of service brands, especially the intangible characteristic, bring to these companies the challenge of transforming services into concrete benefits, seeking a solid position among consumers and influencing the purchase decision process. Thus, the objective of this project is to study how the positioning of services brands are managed when there\'s introduction of a disruptive innovation, ie, when the company decides to introduce a disruptive technology, with a value proposition considerably different from the current technology. The adopted methodology involved primarily a literature review in the areas of services marketing, segmentation / positioning and aspects of disruptive innovation, seeking to understand the relationship between the concepts. In a complementary way, considering the suitability to the research question, it was decided to conduct a case study focused on a mobile telecommunications company in Brazil, Vivo S/A. The decision for a single case study was motivated by the peculiar character of the studied situation, represented by the introduction of GSM technology by the company in the period between 2006 and 2007 in a disruptive character. The project sought to understand how the company proceeded regarding the processes of segmentation, positioning and management of the marketing mix, considering this event. The results point to a significant influence of technological change in brand positioning, with the greatest impact on factors related to product, promotion and people of the services marketing mix. The research also revealed the power of emerging technologies to transform the internal competencies of a company, beyond the technology itself. Finally, the results show how the company achieved positive results in the dimensions of business and brand, reversing a competitive disadvantage, identified in the context that could build into the case.