Value Propositions for Disruptive Technologies: Reconfiguration Tactics in the Case of Electric Vehicles
Open accessAbstract
Disruptive technologies tend to underperform on attributes that are considered as key attributes of incumbent technologies and require new value propositions to increase mainstream customer appeal. Yet, how do firms reconfigure their value proposition as a way to overcome the technological inferiority of disruptive technologies? This article conceptualizes and empirically investigates the process of value proposition reconfiguration. Based on evidence on the commercialization of electric vehicles, it explores the tactics firms use to reconfigure value propositions to increase market acceptance from mainstream customers. The article develops a framework showing three reconfiguration tactics: compensating, enhancing, and coupling tactics.
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The importance of business model design for commercial success with alternative technologies has been demonstrated in studies on energy service companies and electric vehicles.
“The importance of business model design for commercial success with alternative technologies has recently been demonstrated in different studies, for example, on energy service companies (ESCos; Bolton & Hannon, 2016) and electric vehicles (Bohnsack et al., 2014;Bohnsack & Pinkse, 2017).”
From Sustainable entrepreneurship, innovation, and business models: Integrative framework and propositions for future research (2020) · cites this paper as Bohnsack & Pinkse, 2017
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Lüdeke‐Freund, F. (2020) · Business Strategy and the Environment · doi:10.1002/bse.2396 · Cited by 419 · see citing works
A literature review of disruptive innovation: What it is, how it works and where it goes
Si, S., & Chen, H. (2020) · Journal of Engineering and Technology Management · doi:10.1016/j.jengtecman.2020.101568 · Cited by 226 · see citing works
The stakeholder value proposition of digital platforms in an urban ecosystem
Carrasco-Farré, C., Snihur, Y., Berrone, P., & Ricart, J. E. (2022) · Research Policy · doi:10.1016/j.respol.2022.104488 · Cited by 54 · see citing works
- Authors
- Bohnsack, R., & Pinkse, J.
- Affiliations
- Universidade Católica Portuguesa (PT)
- University of Manchester (GB)
- Venue
- California Management Review
- Publisher
- SAGE Publications
- Published
- 2017-08
- Volume
- 59
- Issue
- 4
- Pages
- 79-96
- ISSN
- 0008-1256 (ISSN-L)
- 2162-8564
- OpenAlex
- W2614906592
- Cited by
- 90
- References
- 0
- Citations by year
- 2026: 6 · 2025: 9 · 2024: 12 · 2023: 6 · 2022: 18 · 2021: 10 · 2020: 15 · 2019: 9 · 2018: 4 · 2017: 1
- FWCI
- 15.75
- Type
- journal article
- Language
- en
- Open access
- Locations
- California Management Review (publishedVersion)
- Research Explorer (The University of Manchester) (publishedVersion, other-oa)
- Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT) (submittedVersion, other-oa)
- Topics
- Social Sciences › Business, Management and Accounting › Strategy and Management › Business Strategies and Innovation
- Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
- Physical Sciences › Engineering › Electrical and Electronic Engineering › Electric Vehicles and Infrastructure
- Keywords
- disruptive technologies, electric vehicles, market acceptance, commercialization
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