Gartner Research

Driven to Disruption: How New Technologies Evolve Into New Markets, and How Companies Win

Published: 10 August 2017

ID: G00330629

Analyst(s): John Christopher Rizzuto, Hai Swinehart


New technologies evolve into markets over four stages. Technology strategic planners should use this research to identify leading indicators that precede the evolution of new product markets, and create digital business plans that foster continuous innovation and operational excellence.

Table Of Contents


  • How Markets Develop
  • Focus on Leading Indicators
    • Investment Tells Us What Is Expected to Happen While Revenue Tells Us What Happened
  • Understand Technology Trends vs. Product Markets
  • Create Your Business Model and Unlock Its Potential
    • Multiple Business Models May Be Deployed by One Company and Are Influenced by External Factors
    • Business Models Are Dynamic and Subject to Reasonable Change Depending on Changes in the Market
    • Business Models Are Dictated by Market Size and Market Maturity
    • Rarely There Is One "Superpower" That Drives a Company's Success
  • Recommendations

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