In The Coming Boom in Hybrid Cars ‘in strategy+business makes out that sales of hybrid vehicles are following exactly what would be expected from ‘S-curve theory’ [?] – slow initial growth being driven by early adopters until the innovation becomes mainstream. Standard approaches have little to say about the scale or nature of change in such cases.

 Strategy dynamics frameworks capture, quantitatively, the interactions between improved functionality, pricing, marketing, as wellas those amongst different groups of customers. Much of this integrates long-established ...