Strategy Dynamics Briefing 55: Rivalry through successive product generations

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Many industries feature repeated replacement of one generation of product or service with another. In the cellphone industry, for example, the early analogue handsets and networks achieved some penetration of the potential market, but were then replaced by the early digital services, which in turn were replaced by today’s 3G offerings. It is helpful to understand how rivalry is affected by this phenomenon.

For every generation of product or service after the first, the existing population of customers or users ...

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