Discontinuous Innovation and Market Chasm: The Case of Digital Convergence Services

作者：Sawng Yeong Wha; Om Kiyong; Shin Bongsik; Lee Jungmann^*

来源：Journal of Research and Practice in Information Technology, 2010, 42(3): 219-239.

• Digital convergence
• Satellite DMB
• Discontinuous innovation
• Market diffusion
• Demand forecast
• Technology acceptance
• Innovation adopters
• Chasm

This study explores the phenomenon of chasm in the marketing process of discontinuous innovations. Drawing on Moore's concept of chasm crossing, an empirical analysis is performed using the data gathered from a survey of potential users of satellite DMB. First, the demand of satellite DMB is forecasted. Then, the demand changes in different innovation adopter groups are determined from the continuous innovation perspective relying on Rogers' technology adoption life cycle model. Finally, the diffusion process of this high-tech service is re-examined from the perspective of discontinuous innovation in order to identify the market gap and elaborate strategies to overcome the chasm. In the analysis, time points of innovation adoption are used as the basic unit of analysis for the purpose of shifting the analytical focus from market diffusion to consumer acceptance. This study is expected to provide a useful methodological framework for future empirical applications in this field.

• 出版日期2010-8