Journal
CALIFORNIA MANAGEMENT REVIEW
Volume 59, Issue 4, Pages 79-96Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0008125617717711
Keywords
business model; disruptive technology; value proposition; value proposition innovation; disruptive innovation; electric vehicles
Categories
Ask authors/readers for more resources
Disruptive technologies tend to underperform on attributes that are considered as key attributes of incumbent technologies and require new value propositions to increase mainstream customer appeal. Yet, how do firms reconfigure their value proposition as a way to overcome the technological inferiority of disruptive technologies? This article conceptualizes and empirically investigates the process of value proposition reconfiguration. Based on evidence on the commercialization of electric vehicles, it explores the tactics firms use to reconfigure value propositions to increase market acceptance from mainstream customers. The article develops a framework showing three reconfiguration tactics: compensating, enhancing, and coupling tactics.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available