Evolution of Competition
Time
Text Box: Rate of Innovation
Rate of Innovation
Product Innovation
Process Innovation
Embryonic
Transitional
Mature
No Dominant Design
Dominant Design
Source: “Mastering the Dynamics of Innovation”, Utterback
During the formative period of product innovation the processes used to produce it can be crude.
Edison’s first lamps were made by hand/. Generally as the rate of product innovation decreases the rate of process innovation increases. The number of steps used in making an electric light bulb went from 200->30 between 1880 and 1920.
There are parallels here in the formation of innovative/entrepreneurial firms. Loose organic structures give way to formal controls and often the original entrepreneur leaves Jobs at Apple, Noyce at Fairchild.
Move in mainstream market production ramps, rewards go to the process control.
Shift in the basis of competition from performance and technological considerations to price and cost considerations