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The Problem Of Failure Big Businesses And Losing For New Entrants

Decent Essays

Authors discussed the pattern of failing big businesses and losing to new entrants. They observed trends specific in computer technology. Authors raised the question, why leading companies are working to satisfy the needs of current customers and ignore the future customers? Bureaucracy , old management, poor planning and short term vision can responsible for the industry behavior. However, authors explain the paradox of too much concentration on current customers and their need is also a major reason leading companies neglect future customers. Current customers drive the business decision of any industry and managers are get incentives to keep focus on current customer 's requirements. Authors claimed that the empirical data suggest that leading companies develop and introducing new technologies to meet future requirement of current customer base. Moreover, new entrants were able to commercialize new technology with lower performance targeted to new customers base and emerging market. Whenever a business case is presented with respect to new technology or product in front of higher management, it got evaluated based on the returns, net present value and return on investment. In absence of previous data and clear forecast of numbers in terms of unit and customers base, it seems unattractive as compared to current technology served to mainstream customers. Managers put resources to satisfy the need of conventional customers and ignore the future customers. Business

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