 Response to disruptive innovation with hybrid products: transition of Oracle's business applications to cloud computingPeter Fuzes International Journal of Technological Learning, Innovation and Development, 2020, vol. 12, issue 1, 45-70 Abstract: Success and failure of the incumbent's response to disruptive technologies have been in the focus of innovation and strategy research for decades. Recent papers have suggested that developing a hybrid product, which combines old and new technology, can be a stepping stone towards fully embracing new technology. This paper explores the role of hybrid products in the response of Oracle Corporation, to cloud computing, a disruptive innovation. The development of a hybrid product allowed Oracle to successfully transition its business applications to a cloud offering while not abandoning the needs of its customers with respect to traditional products. The findings show that changing the positioning of a hybrid product by moving the focus from old technology entirely to the new can support an evolving response to disruptive innovation. The paper also considers the implication of cloud computing on Oracle's business in emerging countries. Keywords: disruptive innovation; incumbent response; cloud computing; cloud strategy; hybrid products; business applications; Oracle Corporation. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijtlid:v:12:y:2020:i:1:p:45-70 Access Statistics for this article More articles in International Journal of Technological Learning, Innovation and Development from Inderscience Enterprises Ltd |
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