Where Have All the Disruptions Gone?
Management Department; Faculty Adviser: Dan Levinthal
Substantial research exists on technology competition, with the goal of predicting the viability of multiple competing offerings. A constraining assumption in this research, and very frequently in practice, is that buyers will purchase a single offering. For example, this can be seen in Intel advertisements encouraging buyers to consider whether their lifestyle makes them a laptop or desktop person. Many buyers, in fact, will purchase multiple offerings, often including a laptop and desktop, along with tablets and smartphones. This has important implications for product variety and retailer portfolio choice, with a total market beyond what would be captured by a segmentation assumption.
My research approaches this first with an analytical modeling approach, to develop alternative theories of product market competition, and then examines this empirically in the digital camera industry, during the rise of smartphones. I attempt to explain the viability of combinations of offerings by mining text data on buyer preferences from review data (Amazon) and forums where potential buyers discuss their options (DP Review). Outcomes will be observed in retail purchase data (Nielsen Scanner) and actual adoption and use of multiple photographic technologies (Flickr). My hope is that this research will make clear when buyers might be willing to consider bundles of partial substitutes over a single offering, and where buyers might still be willing to purchase an additional offering given the previous adoption of a partial substitute.
Publications, Presentations & Awards
Boysen, Andrew (2017), “Where Have all the Disruptions Gone? Co-
adoption of Partially Substituting Technologies,” Proceeding from the
Academy of Management. http://proceedings.aom.org/content/2017/1/17529?related-urls=yes&legid=amproc;2017/1/17529