Abstract:Previous research describes two key ways in which a new product may encroach on an existing market. In high‐end encroachment, the new product first sells to high‐end customers and then diffuses down‐market; in low‐end encroachment, the new product enters at the low end and encroaches up‐market. This paper focuses on high‐end encroachment, which can further be broken down into three subtypes, which are called the immediate, the new‐attribute, and the new‐market forms of high‐end encroachment.
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“…A similar notion of profit improving dynamic adjustments in the individual firm's strategy and supply chain structure is examined by Druehl et al (2009), identifying optimal time-pacing strategies for new product development, and Xiao and Xu (2012), using sequential royalty revisions to realign incentives between the innovator and the marketer of a new product. Furthermore, Rhee et al (2012) study the patterns of high-end encroachment in which new products gradually become available to a broader share of the market driven by cost reductions and technology improvements.…”
“…A similar notion of profit improving dynamic adjustments in the individual firm's strategy and supply chain structure is examined by Druehl et al (2009), identifying optimal time-pacing strategies for new product development, and Xiao and Xu (2012), using sequential royalty revisions to realign incentives between the innovator and the marketer of a new product. Furthermore, Rhee et al (2012) study the patterns of high-end encroachment in which new products gradually become available to a broader share of the market driven by cost reductions and technology improvements.…”
Sustainable disruptive innovation (SDI) exhibits characteristics of disruptive innovations while also supporting positive ecological, economic, and societal conditions. An SDI therefore includes the following disruptive characteristics:
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