Life after digital displacement: analog entrepreneurship and the revitalization of legacy technologies

Abstract

Purpose Research at the interface of marketing and entrepreneurship has emphasized digital entrepreneurship and how entrepreneurs pursue business opportunities centered on new technologies. However, a different type of entrepreneurship focused on opportunities involving consumers’ (re)adoption of displaced analog technologies when digital alternatives are dominant – analog entrepreneurship – is a trend and counter phenomenon to digital entrepreneurship that is receiving intense practitioner interest but limited scholarly attention. The purpose of this article is to present a theoretical framework that explains the role of analog entrepreneurship in technology revitalization. Design/methodology/approach In this conceptual paper, the authors use the microfoundations perspective to develop a multilevel theory of analog entrepreneurship. The authors define and delineate the “analog entrepreneurship” concept and formulate a midrange theory explaining how entrepreneurs influence the reemergence of analog technologies. Findings The theory’s main insight is that the renewal of analog technologies is not confined to consumers. Entrepreneurs are creating businesses that stimulate demand for analog technologies. As a result of entrepreneurs’ activities, legacy analog technologies do not fade into nonexistence in the face of rival digital technologies. Originality/value The theory of analog entrepreneurship contributes to research at the intersection of entrepreneurship and marketing by expanding its focus to consider the entrepreneurs who revitalize displaced analog technologies when digital alternatives are dominant. The authors provide insight into the potential trajectories of technologies after their initial displacement and the role entrepreneurs play in shaping the late stages of technology lifecycles. The theory draws attention to an underexplored phenomenon made increasingly prevalent by recent technological disruptions and suggests an agenda for studying how entrepreneurs renew analog technologies.