Business Strategy for the Technology Revolution: Competing at the Edge of Creative Destruction

Abstract

This article presents an overview of the Technology Revolution and how corporations compete in an era of economic transformation. We draw on a state-ofthe-art forecasting system to outline strategic technological advances that are likely to enter the mainstream and their expected impacts. To better understand how to navigate this wave of change, we examine three corporate exemplars that have thrived by surfing the leading edge of the technology tsunami-Netflix, Apple, and Toyota. Then we integrate what can be learned from these cases into guidelines for technology strategy. Collectively, the forecasts, exemplars, and guidelines should help improve understanding of the rising wave of creative destruction and advance research on forecasting, technology, and strategy.