Challenges of Technological Evolution in Contemporary Markets

16 Pages Posted: 29 Jan 2011 Last revised: 4 Oct 2013

See all articles by Gerard J. Tellis

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing

Ashish Sood

University of California Riverside

Date Written: January 29, 2011

Abstract

For firms facing rapid technological change, knowing which technology to back need not be a guessing game or a purely creative exercise. We provide a framework for informed decisions. The framework consists in identifying the levels of innovation, the competing technologies at each level, the dimensions of performance on which to compare them, and the patterns of evolution on each dimension.

Keywords: Technology Evolution, Technology Selection

Suggested Citation

Tellis, Gerard J. and Sood, Ashish, Challenges of Technological Evolution in Contemporary Markets (January 29, 2011). Marshall School of Business Working Paper No. MKT 7-11. Available at SSRN: https://ssrn.com/abstract=1750787 or http://dx.doi.org/10.2139/ssrn.1750787

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing ( email )

Hoffman Hall 701
Los Angeles, CA 90089-0443
United States
213-740-5031 (Phone)
213-740-7828 (Fax)

HOME PAGE: http://gtellis.net

Ashish Sood (Contact Author)

University of California Riverside ( email )

United States
6782059931 (Phone)

HOME PAGE: http://soba.ucr.edu/directory/faculty.html?netid=asood

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