May 1. Kitty Hawk and Disruptive Technology. Kittyhawk. How a company can anticipate a disruptive technology, do their marketing homework, form an appropriate partnership, follow the rules of product development and still not produce a successful product.
Kitty Hawk and Disruptive Technology
How a company can anticipate a disruptive technology, do their marketing homework, form an appropriate partnership, follow the rules of product development and still not produce a successful product.
2. What do you think of the way the team set out to find a market for the Kittyhawk? What correct turns and wrong turns did they make?
3. What are the root causes of failure of the Kittyhawk program. Show by an Ishikawa diagram.
4. What should HP of done in hindsight? program. Show by an Ishikawa diagram.
Program Drivers Dilemma
Why do some good companies fail?
. . . .and then collapse
4. Resources spent
on growth are
the need to
grow more urgent
2. An aggressive strategy
is the only way
to get the numbers
3. Massive investments
to get big fast
What companies are Vulnerable?
Company Technology HP. What would you do?
Cisco Packet switching
Dell Computer Direct to customer retailing and high asset turns
Pixar Digital animation
eBay Internet auctions
E-mail (ISPs) Internet
Endoscopic surgery (Many) Fiber optics
Sharp Flat Panel Displays
Ford (Model T) Assembly Line
Kodak Simple point and shoot
DEC, Prime, Data General minicomputers
GE Plastics, Dupont, Dow plastics
Sony solid state
GE medical MRI, CT
Xerox XerographyDisruptive Technologies and Exploitative Companies
1. Companies depend on investors and customers for resources
2. Markets that don’t exist can’t be analyzed
3. Technology Supply may not meet market demand
Two choices To commercialize a disruptive technology,
Customer input can be extremely misleading
For new technology, need to assess probability of success of collateral technologies
New markets need time to develop
Big reason for failure- poor segmentation of market