Now read the following: • The hybrid trap: Why most efforts to bridge old and new technology miss the mark, Suarez Utterback et al, SMR, Spring 2018
Exercise • Do you think ‘hybrids’ is a sustainable strategy or an intermediate tactic ? Why/why not ? • Are there hybrids in your industry ? What is their future ?
This solution was written by a subject matter expert. It’s designed to help students like you learn core concepts.
The hybrid trap: Why most efforts to bridge old and new technology miss the mark” by Suarez, Utterback, von Gruben, and Kang. In the article, the authors argue that hybrid products, which combine elements of the old and new technologies, are often a trap for incumbent companies. They argue that hybrids can distract incumbents from developing the new technology and can give them a false sense of security
I agree with the authors that hybrids are not a sustainable strategy for incumbent companies. In the long run, incumbents need to commit to the new technology if they want to remain competitive. However, I also believe that hybrids can be a useful intermediate tactic. They can help incumbents to learn about the new technology and to test the market for the new product.
In my industry, which is the technology industry, there are many examples of hybrids. For example, there are hybrid cars that combine gasoline engines with electric motors. There are also hybrid software applications that combine traditional software with new technologies, such as artificial intelligence or machine learning.
The future of hybrids in the technology industry is uncertain. On the one hand, the increasing pace of technological change is making it more difficult for companies to develop and market hybrid products. On the other hand, the growing demand for sustainable products and services is creating new opportunities for hybrids.
Ultimately, the success of hybrids will depend on the specific circumstances of each industry and company. However, I believe that hybrids can be a valuable tool for companies that are trying to navigate the challenges of technological change.
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Here are some additional thoughts on the hybrid trap:
Hybrids can be a way for incumbent companies to delay the inevitable. By offering a hybrid product, they can avoid the need to make a major investment in the new technology. However, this can give them a false sense of security and make it more difficult for them to compete in the long run.
Hybrids can also be a way for incumbent companies to experiment with the new technology. By offering a hybrid product, they can learn about the market for the new product and get feedback from customers. This can help them to develop a more successful product in the future
Whether or not a hybrid strategy is sustainable will depend on a number of factors, including the pace of technological change, the competitive landscape, and the needs of customers. However, I believe that hybrids can be a valuable tool for companies that are trying to navigate the challenges of technological change.
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The sustainability of a hybrid strategy depends on a multitude of factors, including industry dynamics, technological pace, customer preferences, and resource allocation. Hybrids can be both a sustainable strategy and an intermediate tactic, and their future varies widely across industries. Companies must carefully assess their specific circumstances to determine the most effective approach for bridging old and new technology.