Countering disruptive technologies and entrants: Fujifilm prevails
ISSN: 0275-6668
Article publication date: 6 June 2023
Issue publication date: 26 March 2024
Abstract
Purpose
This paper argues that when incumbent firms counter disruptive threats head-on, they may fail to develop the required new skills. This paper aims to propose an adjacent strategy which proved useful to Fujifilm to counter disruption of its core business of manufacturing photographic film.
Design/methodology/approach
The study uses an inductive methodology. Based on a detailed case study of Fujifilm, the study proposes two frameworks: for the conditions under which an adjacent strategy is likely to be fruitful and how firms can make the strategy work in their organizations.
Findings
The study finds that an adjacent strategy can be useful to firms under specific circumstances. Not only will the strategy help to counter decline in the core business, but it will also open up new avenues of growth. The success of the strategy requires significant efforts in aligning the leadership and the organization, however.
Practical implications
The frameworks proposed in the study can be useful to incumbent firms in many industries as they battle new disruptive business models and players.
Originality/value
The study’s key argument that incumbent firms can leverage skills from their core business is novel. The study also proposes frameworks that can help firms decide whether an adjacent strategy is appropriate for them and how they can implement it.
Keywords
Citation
Pangarkar, N. and Prabhudesai, R. (2024), "Countering disruptive technologies and entrants: Fujifilm prevails", Journal of Business Strategy, Vol. 45 No. 3, pp. 170-177. https://doi.org/10.1108/JBS-02-2023-0020
Publisher
:Emerald Publishing Limited
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