Marketing Science, Forthcoming
54 Pages Posted: 22 Jul 2012
Date Written: July 22, 2012
Competition is intense among rival technologies and success depends on predicting their future trajectory of performance. To resolve this challenge, managers often follow popular heuristics, generalizations, or “laws” like the Moore’s Law. We propose a model, Step And Wait (SAW), for predicting the path of technological innovation and compare its performance against eight models for 25 technologies and 804 technologies-years across six markets. The estimates of the model provide four important results. First, Moore's Law and Kryder's law do not generalize across markets; none holds for all technologies even in a single market. Second, SAW produces superior predictions over traditional methods, such as the Bass model or Gompertz law, and can form predictions for a completely new technology, by incorporating information from other categories on time varying covariates. Third, analysis of the model parameters suggests that: i) recent technologies improve at a faster rate than old technologies; ii) as the number of competitors increases, performance improves in smaller steps and longer waits; iii) later entrants and technologies that have a number of prior steps tend to have smaller steps and shorter waits; but iv) technologies with long average wait time continue to have large steps. Fourth, technologies cluster in their performance by market.
Keywords: technology evolution, innovation, SAW model, Moore’s Law, Kryder’s Law, Bass Model, technological prediction
Suggested Citation: Suggested Citation
Sood, Ashish and James, Gareth and Tellis, Gerard J. and Zhu, Ji, Predicting the Path of Technological Innovation: SAW Versus Moore, Bass, Gompertz, and Kryder (July 22, 2012). Marketing Science, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2115237