Um Ensaio Teórico Sobre o Conceito de Disrupção e a Criação de Novos Mercados / A Theoretical Essay on the Concept of Disruption and the Creation of new Markets
Resumo
A teoria das tecnologias/inovações disruptivas é uma das teorias mais influentes sobre como empresas e indústrias respondem à mudança tecnológica. Com o passar dos anos, a teoria das inovações disruptivas sofreu alterações em relação a seu conceito inicial, o que levou a teoria a ser aplicada em diferentes contextos. Em dissonância, a literatura acadêmica ainda não forneceu uma imagem clara do impacto da inovação disruptiva em novos mercados. Este ensaio teórico busca revisitar o conceito de disrupção que afeta as estruturas existentes do mercado principal e/ou cria uma oportunidade para um novo mercado. Dessa forma, este ensaio busca rever o conceito de inovação disruptiva apresentado na literatura e apresentar uma perspectiva acadêmica da disrupção e criação de novos mercados. Este ensaio teórico apresenta uma recapitulação da teoria das inovações disruptivas, seus diferentes conceitos presentes na literatura, sua não conformidade com os modelos, padrões e mercados vigentes, e seu potencial de afetar estruturas de mercado existente e criar novos mercados. Apesar de diferentes conceitos empregados, uma nova arquitetura de valor é apresentada na maioria das propostas, na qual a disrupção é encontrada no desenvolvimento de novas tecnologias disruptivas e sua integração em novos modelos de negócios. Este ensaio teórico busca contribuir com o melhor entendimento do conceito de inovações disruptivas, principalmente com seu impacto no desenvolvimento de novos mercados.
Palavras-Chave: Inovação Disruptiva. Disrupção. Modelos de Negócios. Proposta de Valor. Novos Mercados.
ABSTRACT
The theory of disruptive technologies/innovations is one of the most influential theories on how companies and industries respond to technological change. Over the years, the theory of disruptive innovations has undergone changes in relation to its initial concept, which has led the theory to be applied in different contexts. In dissonance, the academic literature has not yet provided a clear picture of the impact of disruptive innovation on new markets. This theoretical essay seeks to revisit the concept of disruption that affects existing structures of the main market and/or creates an opportunity for a new market. In this way, this essay seeks to review the concept of disruptive innovation presented in the literature and present an academic perspective of disruption and creation of new markets. This theoretical essay presents a recap of the theory of disruptive innovations, its different concepts present in the literature, its non-compliance with current models, standards and markets, and its potential to affect existing market structures and create new markets. Despite the different concepts employed, a new value architecture is presented in most proposals, where disruption is found in the development of new disruptive technologies and their integration into new business models. This theoretical essay seeks to contribute to a better understanding of the concept of disruptive innovations, especially with their impact on the development of new markets.
Keywords: Disruptive Innovation. Disruption. Business Models. Value Offer. New Markets.
Referências
Adner, R. (2002). When are Technologies Disruptive? A Demand-based view of the Emergence of Competition. Strategic Management Journal, 688(December 1999), 667–688. https://doi.org/10.1002/smj.246
Ansari, S. S., Garud, R., & Kumaraswamy, A. (2016). The disruptor’s dilemma: TiVo and the U.S. television ecosystem. Strategic Management Journal, 37(9), 1829–1853. https://doi.org/10.1002/smj.2442
Ansari, S. S., & Krop, P. (2012). Incumbent Performance in the Face of a Radical Innovation: Towards a Framework for Incumbent Challenger Dynamics. Research Policy, 41(8), 1357–1374.
Audy, J. (2017). A inovação, o desenvolvimento e o papel da Universidade. Estudos Avançados, 31(90), 75–87.
Bers, J. A., Dismukes, J. P., Mehserle, D., & Rowe, C. (2012). Extending the Stage-Gate Model to Radical Innovation - the Accelerated Radical Innovation Model. Journal of the Knowledge Economy, 5(4), 706–734. https://doi.org/10.1007/s13132-012-0131-6
Bower, J. L., & Christensen, C. M. (1995). Disruptive Technologies: Catching the Wave. Harvard Business Review1, 73(1), 43–53.
Chan, J., & Fung, H. (2016). Rebalancing Competition Policy to Stimulate Innovation and Sustain Growth. Asian Journal of Law and Economics 2016, 8(1), 1–29. https://doi.org/10.1515/ajle-2015-0029
Christensen, C. M. (1997). Innovator’s Dilemma - When New Technologies Cause Great Firms to Fail. In Harvard Business School Press. Harvard Business School Press.
Christensen, C. M. (2006). The Ongoing Process of Building a Theory of Disruption. Journal of Product Innovation Management, 23(1), 39–55. https://doi.org/10.1111/j.1540-5885.2005.00180.x
Christensen, C. M., & Bower, J. L. (1996). Customer power, strategic investment, and the failure of leading firms. Strategic Management Journal, 17(8), 197–21.
Christensen, C. M., Mcdonald, R., Altman, E., & Palmer, J. (2018). Disruptive Innovation: An Intellectual History and Directions for Future Research. Journal of Management Studies, 55(7), 1043–1078. https://doi.org/10.1111/joms.12349
Christensen, C. M., & Raynor, M. E. (2003). The Innovator’s Solution: Creating and Sustaining Successful Growth by Clayton M. Christensen and Michael E. Harvard Business School Press.
Christensen, C. M., Raynor, M. E., & Mcdonald, R. (2015). What Is Disruptive Innovation? Harvard Business Review, 93(December), 44–53.
Christensen Institute. (2021). Disruptive Innovations. Christensen Institute. https://www.christenseninstitute.org/disruptive-innovations/
Clarke, T. (2019). Creative Destruction, Technology Disruption, and Growth. In Oxford Research Encyclopedia, Economics and Finance (Issue April, pp. 1–31). https://doi.org/10.1093/acrefore/9780190625979.013.393
Cozzolino, A., Verona, G., & Rothaermel, F. (2018). Unpacking the Disruption Process: New Technology , Business Models , and Incumbent Adaptation. Journal of Management Studies, 55(7), 1166–1202. https://doi.org/10.1111/joms.12352
Danneels, E. (2004). Disruptive Technology Reconsidered: A Critique and Research Agenda. Product Innovation Management, 21(4), 246–258.
Dedehayir, O., Ortt, J. R., & Seppänen, M. (2017). Disruptive change and the reconfiguration of innovation ecosystems. J. Technol. Manag. Innov., 12(3), 9–21.
Denning, S. (2014). Navigating the phase change to the creative economy. Strategy & Leadership, 42(2), 3–11. https://doi.org/10.1108/SL-01-2014-0001
Druehl, C. T., & Schmidt, G. M. (2008). A strategy for opening a new market and encroaching on the lower end of the existing market. Production and Operations Management, 17(1), 44–60. https://doi.org/10.3401/poms.1070.0002
Freeman, C. (1987). The Challenge of New Technologies. In OECD - Interdependence and Co-operation in Tomorrow’s World (p. 242). OECD.
Ganguly, A., Das, N., & Farr, J. V. (2017). The Role of Marketing Strategies in Successful Disruptive Technologies. International Journal of Innovation and Technology Management, 14(3), 1–20. https://doi.org/10.1142/S021987701750016X
Habtay, S. R. (2012). A Firm-Level Analysis on the Relative Difference between Technology-Driven and Market-Driven Disruptive Business. Creativity and Innovation Management, 21(3), 1–14. https://doi.org/10.1111/j.1467-8691.2012.00628.x
Kostoff, R. N., Boylan, R., & Simons, G. R. (2004). Disruptive technology roadmaps. Technological Forecasting and Social Change, 71(1–2), 141–159. https://doi.org/10.1016/S0040-1625(03)00048-9
Kumaraswamy, A., Garud, R., & Ansari, S. S. (2018). Perspectives on Disruptive Innovations. Journal of Management Studies, 55(7), 1025–1042. https://doi.org/10.1111/joms.12399
Lin, C. P., Zhang, Z. G., & Yu, C. P. (2015). Measurement and empirical research on low-end and new market disruptive innovation. Journal of Interdisciplinary Mathematics, 18(6), 827–839. https://doi.org/10.1080/09720502.2015.1108092
Liu, W., Liu, R. huai, Chen, H., & Mboga, J. (2020). Perspectives on disruptive technology and innovation: Exploring conflicts, characteristics in emerging economies. International Journal of Conflict Management, 31(3), 313–331. https://doi.org/10.1108/IJCMA-09-2019-0172
Markides, C. (2006). Disruptive Innovation: In Need of Better Theory. Journal of Product Innovation Management, 23(1), 19–25. https://doi.org/10.1111/j.1540-5885.2005.00177.x
Muller, E. (2020). Delimiting disruption: Why Uber is disruptive, but Airbnb is not. International Journal of Research in Marketing, 37(1), 43–55. https://doi.org/10.1016/j.ijresmar.2019.10.004
Nicolai, I., & Faucheux, S. (2015). Business models and the diffusion of eco-innovations in the eco-mobility sector. Society and Business Review, 10(3), 203–222.
O’Reilly, C. A., & Tushman, M. L. (2008). Ambidexterity as a dynamic capability: Resolving the innovator’s dilemma. Research in Organizational Behavior, 28, 185–206. https://doi.org/10.1016/j.riob.2008.06.002
Osterwalder, A., & Pigneur, Y. (2011). Business Model Generation - Inovação em Modelos de Negócios. Alta Books.
Ozalp, H., Cennamo, C., & Gawer, A. (2018). Disruption in Platform-Based Ecosystems. Journal of Management Studies, 55(7), 1203–1241. https://doi.org/10.1111/joms.12351
Palmié, M., Wincent, J., Parida, V., & Caglar, U. (2019). The evolution of the financial technology ecosystem: An introduction and agenda for future research on disruptive innovations in ecosystems. Technological Forecasting & Social Change, 151(October), 1–10. https://doi.org/10.1016/j.techfore.2019.119779
Petzold, N., Landinez, L., & Baaken, T. (2019). Disruptive innovation from a process view: A systematic literature review. Creativity and Innovation Management, 28(2), 157–174. https://doi.org/10.1111/caim.12313
Rad, M. G. (2017). Disruptive innovation in media industry ecosystem and need for improving managerial cognitive capabilities in polymediation era. Cogent Business & Management, 23(1), 1–24. https://doi.org/10.1080/23311975.2017.1352183
Sabnis, G., & Grewal, R. (2012). Competition and its implications for marketing strategy. In V. Shankar & G. S. Carpenter (Eds.), Handbook of Marketing Strategy (pp. 58–77). Edward Elgar Publishing, Inc.
Salvador, E., Simon, J., Benghozi, P., Salvador, E., Simon, J., & Facing, P. B. (2019). Facing disruption : the cinema value chain in the digital age. International Journal of Arts Management, 22(1), 25–40.
Schumpeter, J. A. (1942). Capitalism, Socialism and Democracy. Harper & Low, Publishers.
Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43(2–3), 172–194. https://doi.org/10.1016/j.lrp.2009.07.003
Yaghmaie, P., & Vanhaverbeke, W. (2019). Identifying and describing constituents of innovation ecosystems. EuroMed Journal of Business, 15(3), 283–314. https://doi.org/10.1108/EMJB-03-2019-0042
DOI: http://dx.doi.org/10.12819/2023.20.1.10
Apontamentos
- Não há apontamentos.
Este obra está licenciado com uma Licença Creative Commons Atribuição-NãoComercial-SemDerivações 4.0 Internacional.
Atribuição (BY): Os licenciados têm o direito de copiar, distribuir, exibir e executar a obra e fazer trabalhos derivados dela, conquanto que deem créditos devidos ao autor ou licenciador, na maneira especificada por estes.
Não Comercial (NC): Os licenciados podem copiar, distribuir, exibir e executar a obra e fazer trabalhos derivados dela, desde que sejam para fins não-comerciais
Sem Derivações (ND): Os licenciados podem copiar, distribuir, exibir e executar apenas cópias exatas da obra, não podendo criar derivações da mesma.
ISSN 1806-6356 (Impresso) e 2317-2983 (Eletrônico)