颠覆式创新的内涵特征与实现路径解析
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摘要
颠覆式创新不同于过程创新和持续性创新,其特征表现是针对主流市场,以技术和服务为引领,提供给消费者高价值体验且相对低成本的产品或服务,是对原有产品或服务的全面替代过程。生产条件、组织结构、产出绩效的变革正在改写着经济学的一般性认识,带有根本性的创新向下游和后续关联行业、产业或企业的深远影响,将带来市场格局等生产关系及其系列衍生规则与模式的变革。理论分析与经验分析相结合,可以发现颠覆式创新存在着摩尔定律与分布式的时空特征;因循效果逻辑思维与商业模式分析,可以总结出开放式、结构性、逆向式等不同角度的颠覆式创新路径;基于技术轨道与目标市场的分析,可以总结出发生在主流市场、边缘市场、分离市场中的高、中、低端的不同层次颠覆式创新路径。
Subversive innovation is different from process innovation and continuous innovation. It is a comprehensive alternative to the mainstream market, with technology and service as the guide, providing consumers with a high-value experience and realizing the cost reduction of relative performance. The changes in production conditions, organizational structure, and output performance are rewriting the general understanding of economics, with the far-reaching influence of fundamental innovation downstream and subsequent related industries, industries, or enterprises, which will bring about changes in production relations such as market patterns and their derived rules and models. The occurrence of subversive innovation has the characteristics of Moore′s law and distributed space and time; by analyzing the combination of effective logical thinking and business models, we can find out the open, structural, reverse and other subversive innovation paths; based on the analysis of technological track and target market,we will find out the high, medium and low levels of subversive innovation that take place in mainstream, marginal and segregated markets.
Subversive innovation is different from process innovation and continuous innovation. It is a comprehensive alternative to the mainstream market, with technology and service as the guide, providing consumers with a high-value experience and realizing the cost reduction of relative performance. The changes in production conditions, organizational structure, and output performance are rewriting the general understanding of economics, with the far-reaching influence of fundamental innovation downstream and subsequent related industries, industries, or enterprises, which will bring about changes in production relations such as market patterns and their derived rules and models. The occurrence of subversive innovation has the characteristics of Moore′s law and distributed space and time; by analyzing the combination of effective logical thinking and business models, we can find out the open, structural, reverse and other subversive innovation paths; based on the analysis of technological track and target market,we will find out the high, medium and low levels of subversive innovation that take place in mainstream, marginal and segregated markets.
引文
[1] Christensen C. The innovator’s dilemma. When new technologies cause great firms to fail[M].Boston, MA:Harvard Business School Press, 1997:56-57.
[2] Thomond P, Lettie F. Disruptive innovation explored[R].Granfield University,2002:99-100.
[3] Govindarajan. The usefulness of measuring disruptiveness of innovation expost in making exante predictions[J].Journal of Product Innovation Management, 2006,23(1):12-18.
[4] Schmidt G M, Druehl C T. When is a disruptive innovation disruptive?[J].Journal of Product Innovation,2008,25(4):347-369.
[5] Parry M E,Kamakami T. The encroachment speed of potentially disruptive innovations with indirect network externalities: The case of e-readers[J].Journal of Product Innovation Management,2017,34(2):141-158.
[6] Jean-Marie Dru.颠覆式创新:企业实现突破的15种方式[M].熊祥,译.北京:中信出版社,2016.
[7] 石俊国,郁培丽,等.破坏性创新技术体制与产业演化[J].科学学研究,2016,34(7):1096-1102.
[8] 克莱顿·克里斯坦森.创新者的窘境:大公司面对突破性技术时引发的失败[M].北京:中信出版社,2010.
[9] Druehl C T,Schmidt G M. A strategy for opening a new market and encroaching on the lower end of the existing market[J].Production and Operations Management, 2008,17(1):44-60.
[10] Rogers E M. Diffusion of innovation[M].4th ed.New York:Free Press,1995.
[11] Moore G A, Mckenna R. Crossing the chasm:Marketing and selling high-tech products to mainstream customers[M].New York:Harper Paperbacks,2002.
① 所谓硬核,是指不可证伪的理论或无法加以拒绝的公理,它一般由若干个最能反映这种理论体系特征的核心概念组成。
② 所谓保护带,是指一组附属性假说或假设,可以通过科学研究或经验来加以检验、证伪或拒绝。
③ 所谓摩尔定律由英特尔创始人戈登·摩尔提出,当价格不变时,集成电路上可容纳的元器件数目大约每隔18-24个月便会增加一倍,性能也将提升一倍。
④ 《Make》杂志创始人戴尔·多尔蒂,作为创客运动发起者之一,认为无论是衣服、科技零件还是其他物品,都是创客们创造或改造的目标。随着家用级3D打印机日渐普及以及Arduino等开源硬件平台的出现,创客们拥有了简单易学的平台,同时还能快速、轻松地搭建起产品原型,这些都拉近了开源硬件与普通人的距离,创客文化由此开始蓬勃发展。
⑤ Schmidt和Druehl在Christensen的研究基础上将新市场进一步细化,分为边缘市场和分离市场。
[2] Thomond P, Lettie F. Disruptive innovation explored[R].Granfield University,2002:99-100.
[3] Govindarajan. The usefulness of measuring disruptiveness of innovation expost in making exante predictions[J].Journal of Product Innovation Management, 2006,23(1):12-18.
[4] Schmidt G M, Druehl C T. When is a disruptive innovation disruptive?[J].Journal of Product Innovation,2008,25(4):347-369.
[5] Parry M E,Kamakami T. The encroachment speed of potentially disruptive innovations with indirect network externalities: The case of e-readers[J].Journal of Product Innovation Management,2017,34(2):141-158.
[6] Jean-Marie Dru.颠覆式创新:企业实现突破的15种方式[M].熊祥,译.北京:中信出版社,2016.
[7] 石俊国,郁培丽,等.破坏性创新技术体制与产业演化[J].科学学研究,2016,34(7):1096-1102.
[8] 克莱顿·克里斯坦森.创新者的窘境:大公司面对突破性技术时引发的失败[M].北京:中信出版社,2010.
[9] Druehl C T,Schmidt G M. A strategy for opening a new market and encroaching on the lower end of the existing market[J].Production and Operations Management, 2008,17(1):44-60.
[10] Rogers E M. Diffusion of innovation[M].4th ed.New York:Free Press,1995.
[11] Moore G A, Mckenna R. Crossing the chasm:Marketing and selling high-tech products to mainstream customers[M].New York:Harper Paperbacks,2002.
① 所谓硬核,是指不可证伪的理论或无法加以拒绝的公理,它一般由若干个最能反映这种理论体系特征的核心概念组成。
② 所谓保护带,是指一组附属性假说或假设,可以通过科学研究或经验来加以检验、证伪或拒绝。
③ 所谓摩尔定律由英特尔创始人戈登·摩尔提出,当价格不变时,集成电路上可容纳的元器件数目大约每隔18-24个月便会增加一倍,性能也将提升一倍。
④ 《Make》杂志创始人戴尔·多尔蒂,作为创客运动发起者之一,认为无论是衣服、科技零件还是其他物品,都是创客们创造或改造的目标。随着家用级3D打印机日渐普及以及Arduino等开源硬件平台的出现,创客们拥有了简单易学的平台,同时还能快速、轻松地搭建起产品原型,这些都拉近了开源硬件与普通人的距离,创客文化由此开始蓬勃发展。
⑤ Schmidt和Druehl在Christensen的研究基础上将新市场进一步细化,分为边缘市场和分离市场。