Value propositions for disruptive technologies: reconfiguration tactics in the case of electric vehicles

René Bohnsack, Jonatan Pinkse

Research output: Contribution to journalArticlepeer-review

40 Citations (Scopus)

Abstract

Disruptive technologies tend to underperform on attributes that are considered as key attributes of incumbent technologies and require new value propositions to increase mainstream customer appeal. Yet, how do firms reconfigure their value proposition as a way to overcome the technological inferiority of disruptive technologies? This article conceptualizes and empirically investigates the process of value proposition reconfiguration. Based on evidence on the commercialization of electric vehicles, it explores the tactics firms use to reconfigure value propositions to increase market acceptance from mainstream customers. The article develops a framework showing three reconfiguration tactics: compensating, enhancing, and coupling tactics.
Original languageEnglish
Pages (from-to)79-96
Number of pages18
JournalCalifornia Management Review
Volume59
Issue number4
DOIs
Publication statusPublished - 1 Aug 2017

Keywords

  • Business model
  • Disruptive innovation
  • Disruptive technology
  • Electric vehicles
  • Value proposition
  • Value proposition innovation

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