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Strategic and Tactical Tools for E-Business

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Copenhagen Business School Cand.merc.it (E­business)

Strategic And Tactical Tools For E-Business Case Report ­ Online Branding at UnME Jeans
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Short essay on disruptive Technology

Hand­in date: 24/11­2014 This exam includes two sections: One short essay and a case report.

Characters including space (short essay): 4536 Characters including space (case report): 17912 Pages (disruptive): 2 pages
Pages (case report): 7,9 pages
Pages in total: 9,9

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Disruptive technology essay As modern technology continues to evolve, some technologies end up changing the structure of competition within an industry and thus becomes a disruptive technology. Danneels (2004) provides the following definition of a disruptive technology: “A disruptive technology is a technology that changes the bases of competition by changing the performance metrics along which firms compete. Customer needs drive customers to seek certain benefits in the products they use and form the basis for customer choices between competing products”
(Danneels, 2004, p 249). An example of a disruptive technology is streaming. Streaming has in many ways made it easier for consumers to get what they want, when they want it regardless of their location.
Especially in one particular industry, the film and tv industry, streaming has showed to be a game changer on how to conduct business when distributing films and tv shows. A clear example of how big a change streaming made within the industry, can be seen with the downfall of the earlier VHS/DVD distributor Blockbuster, who in late 2013 was forced to shut down all of their physical stores in the USA. The reason for this was because consumers were moving in the direction of digital distribution

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