Innovations and Business Model Assignment
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Added on 2021-04-16
Innovations and Business Model Assignment
Added on 2021-04-16
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Running head: DISSERTATION How has disruptive innovations and business model affected the DSLR Cameras and itsMarket? (Case study based on High-end smartphones and DSLRs)Name of the Student:Name of the University:Author note:
1DISSERTATIONAcknowledgement I would like to express my gratitude towards all those people who have helped me immenselyduring the course of my study. Firstly, I would like to thank my supervisor, who had guided meand supported me in every step of the entire research study in such a manner that I could not onlygain in-depth knowledge about my course of study, but also about the relevance of learning,which would help me in my life even in the future. I would also like to thank the participants,who willingly take part in my primary data collection process to give their valuable inputsregarding the research topic. I am grateful to the librarians who helped me in collectingsecondary data for the research study. Lastly, I would like to say thanks to my friends andfamily, without whose support has helped me to push my boundaries further in completing thestudy in the best possible and timely manner.
2DISSERTATIONAbstractDisruptive innovation is a new phenomenon in the modern industrial world. With theadvancement of technology, many new and smaller firms have introduced the new technologiesand strategies that have disrupted the business of many large and established firms. Theresearcher has explored the impact of disruptive innovation adopted by the smartphonecompanies by introducing high level cameras, on the DSLR camera industry. It has beenobserved that, with the launch of every new model of smartphones, the cameras are getting betterand that has affected the growth of the basic level, that is, beginners level DSLR cameras. In thisresearch, the researcher has applied mixed methodology. Primary data was collected through asurvey on 50 random customers and secondary information was collected from various publishedsources. The information was analyzed using observational and descriptive study. The researcherfound that, the smartphone companies are able to capture the lower end of the DSLR market byproviding user-friendly and affordable high quality camera that has helped the consumers tomeet the need for capturing images in daily life. However, the smartphones has not affected themarket for advanced level DSLR cameras, which are used by the professional and passionatephotographers. Keywords: disruptive innovation, sustaining innovation, disruptive technology, disruptiveinnovation business model, high-end smartphones, DSLR camera, professional photography,advanced DSLR camera
3DISSERTATIONTable of ContentsCHAPTER 1: INTRODUCTION....................................................................................................61.1 Introduction............................................................................................................................61.2 Background of the study........................................................................................................71.3 Problem statement.................................................................................................................91.4 Research aim and objectives................................................................................................101.5 Research Questions..............................................................................................................101.6 Research hypothesis.............................................................................................................111.7 Significance/rationale of the research..................................................................................11CHAPTER 2: LITERATURE REVIEW.......................................................................................122.1 Introduction..........................................................................................................................122.2 Background..........................................................................................................................122.2.1 Disruptive innovation...................................................................................................122.2.2 Sustaining innovation...................................................................................................152.2.3 Different type of innovations........................................................................................172.2.4 Development of ability to embrace the disruption in the market.................................182.2.5 Challenges to embrace the disruptive innovation: Internal and External....................212.2.6 Business models............................................................................................................242.2.7 A glance at Digital camera industry.............................................................................25CHAPTER 3: RESEARCH METHODOLOGY...........................................................................29
4DISSERTATION3.1 Introduction..........................................................................................................................293.2 Outline of research method..................................................................................................293.3 Research paradigm...............................................................................................................313.4 Research approach...............................................................................................................313.5 Research strategy.................................................................................................................323.6 Research design...................................................................................................................333.7 Data collection.....................................................................................................................343.8 Data collection instrument...................................................................................................353.9 Sampling technique.............................................................................................................353.10 Data analysis process.........................................................................................................363.11 Time line............................................................................................................................37CHAPTER 4: DATA ANALYSIS, FINDINGS AND INTERPRETATION...............................384.1 Introduction..........................................................................................................................384.2 Findings and interpretation..................................................................................................384.2.1 Demographic data.........................................................................................................384.2.2 Subjective response analysis.........................................................................................484.3 Cross tabulation and chi square test.....................................................................................534.4 Secondary data analysis.......................................................................................................624.4.1 Technological difference..............................................................................................624.4.2 Affordability.................................................................................................................63
5DISSERTATION4.5 Summary..............................................................................................................................64CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................655.1 Introduction..........................................................................................................................655.2 Linking to the objectives.....................................................................................................655.2.1 Linking to the first objective.........................................................................................655.2.2 Linking to the second objective....................................................................................675.2.3 Linking to the third objective.......................................................................................685.3 Recommendations................................................................................................................685.4 Limitations and future scope of study.................................................................................69References......................................................................................................................................71Appendix 1.....................................................................................................................................80Appendix 2.....................................................................................................................................83Appendix 3.....................................................................................................................................83
6DISSERTATIONCHAPTER 1: INTRODUCTION1.1 IntroductionThe modern world has been swept by the wave of invention and innovation of newtechnologies. Since the industrial revolution started from the mid 18th and 19th centuries, thenature of production has changed very rapidly, which have affected the lifestyle of people in amassive way (Bloem et al., 2014). In every aspect of life, there has been significant influence ofnew technologies. The aim of all these new technologies is to make life easier and to fulfill thataim, the people are working non-stop to make further advancement in the technologies. Anotherphenomenon of this new century is the invention and implementation of digital disruption ordisruptive technologies in many business and manufacturing sectors. This term was first coinedby American scholar Clayton Christensen in 1995, and this is termed as one of the mostinfluential business idea of the early 21st century. Disruptive technologies are those that createnew markets and new value networks and disrupts the existing value network and market(Cortez, 2014). In other words, digital disruption refers to the change, which occurs when thenew digital technologies and the business models related to those technologies affect the valuepropositions of the existing goods and services in the market to their customers. Thus,Christensen, Raynor & McDonald (2016) highlighted that in this process of replacing the valueproposition of the existing goods and services, the disruptive technologies displace or reduce thebusiness share of the established market leaders, goods and services and the alliances. The photography industry has evolved majorly in the past century. Since the invention ofthe first shutter camera, the nature of photography and the instruments kept on changing veryrapidly over the past century. The camera has evolved and incorporated advanced technology
7DISSERTATIONwith every new model and form. It started its journey as a big shutter box and now it is includedin the mobile phones itself, which has reduced the popularity and usage of the big cameras(Kaplan, 2012). This change in the camera technologies can be explained as the application ofdigital disruptions or digital innovations. Every form of the camera technology has beenreplacing the existing one since the beginning. In recent times, as there are high-end digitalcameras, known as Digital Single-Lens Reflex (DSLR) cameras, there are also smartphones,which provide multiple features in a small portable and powerful device. With every passing day,the smartphones are becoming highly advanced and providing high-end cameras that havefeatures similar to basic as well as advanced level DSLRs. The DSLR cameras are also adoptingadvanced technologies and the smartphones are catching up in many ways. This research paperwill explore the impact of disruptive innovations, that is, the high-end smart phones and itsbusiness models on the business and market of the DSLR cameras. This will also focus on theanalysis of the situation by comparing it with the situation when DSLRs replaced the Kodakthrough digital disruptions. 1.2 Background of the studyThe term disruptive innovation was developed by Christensen in 1995 in his article‘Disruptive Technologies: Catching the Wave’. He aimed this term towards managementexecutives, making the funding decisions in the companies. In the sequel of the article,Christensen replaced the term disruptive technology with disruptive innovation. He observed thatthere are a few technologies that have intrinsic disruptive nature, which creates a business modelwith disruptive impact (King & Baatartogtokh, 2015). This observation threw a light on theevolution of the business at industry or market level. Thus, disruptive innovation refers to an
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