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The co-evolution of technological and entrepreneurial developments
This presentation discusses the co-evolution of technological and entrepreneurial developments in new industries, using the drone industry as a case study. It describes how drone technology originated in the military but has since evolved to have new meanings as toys and professional tools. New industries and market segments have emerged as startups explore new applications and established firms enter to protect existing markets or provide complementary elements. The presentation argues that both "de novo" startups and "de alio" new entrants from other industries play important roles - with startups contributing to changing technology meanings and established firms helping build new product categories through cooperation and competition.
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The co-evolution of technological and entrepreneurial developments
- 1. The co-evolution oftechnological and entrepreneurial developments Ferran Giones 2018 SDU - MADS CLAUSEN INSTITUTE This presentation builds from research insights published in: Giones, F. and Brem, A. (2017) ‘From toys to tools: The co-evolution of technological and entrepreneurial developments in the drone industry’, Business Horizons, 60(6), pp. 875–884. doi: 10.1016/j.bushor.2017.08.001 Bjornali, E. S., Giones, F. and Billström, A. (2017) ‘Reveal or Conceal? Signaling Strategies for Building Legitimacy in Cleantech Firms’, Sustainability, 9(10), pp. 1–19. doi: 10.3390/su9101815. Source: DJI Phantom 2 with GoPro by Börn, licensed under CC BY 2.0
- 2. MADS CLAUSEN INSTITUTE Startingpoint 2 http://www.game-changer.net/2016/08/29/10-emerging-technologies-that-will-drive-the-next-economy
- 3. MADS CLAUSEN INSTITUTE Startingpoint 3 Have we actually learned something? What is the contribution of tech entrepreneurs? Thanks to Tim Schweisfurth for sharing the article: Meinhart, W. A. (1966) ‘Artificial intelligence , computer simulation of human cognitive and ...’, Academy of Management Journal, 9(4), pp. 294–307. http://www.game-changer.net/2016/08/29/10-emerging-technologies-that-will-drive-the-next-economy
- 4. MADS CLAUSEN INSTITUTE Storyof the research • We study the drone industry to answer: • When does technological progress create new industries? • How does the industry emergence process unfold? 4 Source: DJI Phantom 2 with GoPro by Börn, licensed under CC BY 2.0 • We explore the co-evolution dynamics between technology and entrepreneurial developments. • Identify drivers of technology-meaning changes and industry categories emergence.
- 5. MADS CLAUSEN INSTITUTE Thecase of the drone industry: Context: • Case of the tech development and drone uses: • From military beginnings… • To civilian: toys and much more… 5 l 1900s l 1970s l 2000s l 1950s – 1960s l 1980s l 1990s Target Drones developed MilitaryCivilian Drones used for reconnaissance missions Drones used as decoy Drones with real-time surveillance & radar Drones for combat, surveillance and carry armament l 2010s Drones for logistics – first packet delivery l 2015 Drones for combat, attack targets withmissiles Drones for mapping, aerial photography Drones for recreational use Drones for industrial inspections & security, precision agriculture Drones for filming & broadcasting
- 6. Military Drone Technologybase: Avionics, GPS, Control Units High Performance Cameras New Sensors New Processors Technology emergence
- 7. Military Drone Technologybase: Avionics, GPS, Control Units Concept Validation Product Growth Market Growth Technology meaning change Industryemergence High Performance Cameras New Sensors New Processors Technology emergence
- 8. Military Drone Technologybase: Avionics, GPS, Control Units Concept Validation Product Growth Market Growth Technology meaning change Industryemergence Drones as toys High Performance Cameras New Sensors New Processors Technology emergence
- 9. Military Drone Technologybase: Avionics, GPS, Control Units Concept Validation Product Growth Market Growth Technology meaning change Industryemergence Drones as toys Drones as a professional tool High Performance Cameras New Sensors New Processors Technology emergence
- 10. Military Drone Technologybase: Avionics, GPS, Control Units Concept Validation Product Growth Market Growth Technology meaning change Industryemergence Drones as toys Drones as a professional tool High Performance Cameras New Sensors New Processors Technology emergence Market is structured, with one or multiple segments: • Start-ups as new entrants explore new applications. • Established firms as new entrants interested in protecting existing market. The product/s category/ies emergence: • Start-ups as new entrants emerge as product leaders. • Established firms entrants offer advanced components and complementary elements. First products are launched • Start-up entrants benefit from knowledge spillover. • Limited activity by existing firms that miss the first steps of the industry.
- 11. Military Drone Technologybase: Avionics, GPS, Control Units Technology meaning changeIndustryemergence High Performance Cameras New Sensors New Processors Technology emergence Market is structured, with one or multiple segments: •Start-ups as new entrants explore new applications. •Established firms as new entrants interested in protecting existing market. The product/s category/ies emergence: •Start-ups as new entrants emerge as product leaders. •Established firms entrants offer advanced components and complementary elements. First products are launched •Start-up entrants benefit from knowledge spillover. •Limited activity by existing firms that miss the first steps of the industry.
- 12. Military Drone Technologybase: Avionics, GPS, Control Units Concept Validation Product Growth Market Growth Technology meaning change Industryemergence Drones as toys Drones as a professional tool High Performance Cameras New Sensors New Processors Technology emergence Market is structured, with one or multiple segments: • Start-ups as new entrants explore new applications. • Established firms as new entrants interested in protecting existing market. The product/s category/ies emergence: • Start-ups as new entrants emerge as product leaders. • Established firms entrants offer advanced components and complementary elements. First products are launched • Start-up entrants benefit from knowledge spillover. • Limited activity by existing firms that miss the first steps of the industry.
- 13. Concept Validation Product Growth Market Growth Technology meaning changeIndustryemergence Dronesas toys Drones as a professional tool • Recreational use • Inspection services: industry, agriculture, farming • Surveillance & Security • Large cargo logistics • Small Package deliveries Technology emergence • Photography • Filming • Mapping New Sensors New Batteries New Cameras New Processors New Engines
- 14. Concept Validation Product Growth Market Growth Technology meaning changeIndustryemergence Dronesas toys Drones as a professional tool • Recreational use • Inspection services: industry, agriculture, farming • Surveillance & Security • Large cargo logistics • Small Package deliveries Technology emergence • Photography • Filming • Mapping New Sensors New Batteries New Cameras New Processors New Engines
- 15. Evan-Amos - Ownwork Public Domain
- 16. Norman, D. A.and Verganti, R. (2014) ‘Incremental and Radical Innovation: Design Research vs. Technology and Meaning Change’, Design Issues, 30(1), pp. 78–96. doi: 10.1162/DESI_a_00250.
- 17. MADS CLAUSEN INSTITUTE But…. Whencan entrepreneurs take advantage of technology changes? ….or do established players benefit the most? 17
- 18. MADS CLAUSEN INSTITUTE Inalready defined industries… We know that it is hard for entrepreneurs to change rules: • Who owns the contacts with clients, sales, distribution, key resources… controls what happens. • (think in the business model logic) • At least for a while… 18 https://www.telefonica.com/en/web/press-office/-/telefonica-to-integrate-netflix-into-its-tv- and-video-platforms-in-latin-america
- 19. MADS CLAUSEN INSTITUTE Butin new industries, it looks like a race: 19 https://youtu.be/RWQ-dnpplaA
- 20. MADS CLAUSEN INSTITUTE Althoughit might actually be a complementary game: • Two types of new entrants: • ”de novo”: new firms – entrepreneurs entering. • “de alio”: new entrants that are divisions / spin-offs from larger companies • What have we seen: • New entrants (de novo) contribution to technology meaning change. • Entrants from other industries (de alio) contribute to category building • You need both of them!! • Generate patterns in co-evolution dynamics. 20
- 21. Military Drone Technologybase: Avionics, GPS, Control Units Concept Validation Product Growth Market Growth Technology meaning change Industryemergence Drones as toys Drones as a professional tool High Performance Cameras New Sensors New Processors Technology emergence Market is structured, with one or multiple segments: • Start-ups as new entrants explore new applications. • Established firms as new entrants interested in protecting existing market. The product/s category/ies emergence: • Start-ups as new entrants emerge as product leaders. • Established firms entrants offer advanced components and complementary elements. First products are launched • Start-up entrants benefit from knowledge spillover. • Limited activity by existing firms that miss the first steps of the industry.
- 22. MADS CLAUSEN INSTITUTE Endpoint 22 There will be opportunities, in particular if we manage to change the meaning of technology and create new industries http://www.game-changer.net/2016/08/29/10-emerging-technologies-that-will-drive-the-next-economy
Editor's Notes
- #5 There is undoubtedly hype around drones and their applications for private and professional users. Based on a brief overview of the development of the drone industry in recent years, this article examines the co-evolution of drone technology and the entrepreneurial activity linked to it. Our results highlight the industry emergence described as concept validation, including product as well as market growth with different phases of technological meaning change. We argue that further steps are needed to develop drones from nice toys to professional tools–—from photography and filming applications to inspection services and large cargo logistics. For innovation managers and entrepreneurs, we describe what triggers the emer- gence of a technology and attracts the needed actors to unleash its transformative potential. Our research is based on industry reports, news, and market studies as well as interviews with four industry actors.