This document discusses different trajectories that technology capabilities and customer acceptance can take over time. It identifies four trajectories: 1) deceleration due to decreased investment, where capabilities fall behind customer needs, 2) accelerating improvement where capabilities outpace customer needs if not matched with new markets, 3) step-function improvement where disruptive technologies create new uncontested markets, and 4) limitation where capabilities fail to keep up with changing customer requirements and market needs. The key is for technology capabilities and customer acceptance to remain aligned over time.

1. Which Trajectory Are You On?
Foreseeable
technology &
service
capability
Deceleration from
decreased investmentNo
market
Accelerating technological & service
Improvement/new market space
Limitation: outpaced customer need
Step-function improvement
Uncontested market space
Value disruption
Digital disruption
Market
Acceptance/
Customer
Value
Time
Limitation: failed to keep up
with customer requirements &
market needs
Dr. Haluk Demirkan, Ph.D. & PMP
Seattle, WA, USA
haluk.demirkan@gmail.com
htttp://www.linkedin.com/in/halukdemirkan
https://twitter.com/profhaluk
http://scholar.google.com/citations?user=3qNp62MAAAAJ
Adapted from:
McGrath, M. (2001) Product Strategy for High-
Technology Companies, New York, McGraw-Hill.
Harmon, R., Demirkan, H. and Chan, E. (2011)
Redefining Market Opportunities through Service
Innovation, Proc. of the 2011 Portland
International Conference on Management of
Engineering & Technology, Portland, Oregon.
November 27, 2015
Our new world is volatile,
uncertain, complex &
ambiguous