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Published in:
2016 | OriginalPaper | Chapter
The Transition from Complement to Substitute: Determinants of Consumer Disadoption of Old Technologies
Author : Ralitza Nikolaeva
Published in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
Publisher: Springer International Publishing
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The pace of substitution of an old technology with a new one is irregular. There are technologies that are quickly supplanted by innovations, yet others continue co-existing side by side with the new technologies for a long time (Ansari and Garud 2009). Why? This question is important to both technology providers and policy makers as the switch to new technologies might require significant investments by the business and public sectors (Ansari and Garud 2009; Geels and Schot 2007). Also, incumbents tend to misread the potential substitution power of new technologies that can ultimately prove detrimental (Soodand Tellis 2011).