Reading reflection II: Theories of Change

The readings by Rheingold and Christensen provided me with frameworks to identify key factors present in the evolution of technology in the marketplace, and I believe they can be used jointly to evaluate upcoming change, rather than viewing them as two separate approaches. The third reading (Stafford) was more of psychological approach to the process of technology adoption.

Although both Rheingold and Christensen use the telecommunication industry as a case study, I interpreted Rheingold’s application of Neil Postman’s “Ten Principles of Technology” to mobile phones, as model for why innovation and change happens in an industry segment. On the other hand, Christensen shows us a model of how to evaluate “what’s next”.

This is how I correlate Rheingold’s ten principles and Christensen’s theory:

Change
Rheingold’s first two principles made me think of the theory of relativity applied to technology: Technology is not always beneficial to everybody and people react differently to it. This explains why opportunity for improvement is present when new technologies emerge. Then, one can relate Christensen’s customer groupings as the explanation of how to identify this relativity in technology. Also, Rheingold’s third principle of “powerful ideas” can serve as an approach to discover the opportunities for innovation in a given technology.

Competition
Both approaches can be used to analyze the dynamics of competition in an industry because Christensen deconstructs how competition works and what factors determine the winner, while Rheingold exposes (in the fourth principle) that the war between new and old technology is due to the demands of time, attention, money, prestige, etc. (why)

Reactions to New Technology
Rheingold’s fifth principle, “no technology is additive,” explains why firms cannot ignore new technology, and why they have an impact in the whole system –even if they don’t represent a threat right away. Christensen’s “strategic choices” theory can help us identify how to evaluate the firms’ reactions.

Non-market Factors
Christensen focuses on how to identify the factors that affect innovation including legislation, taxes, antitrust laws and price regulations. However, I believe that Rheingold’s biases (political, social and content) actually points to why governments interfere at certain times.

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Adriana

Tech marketing executive. Latina who loves the rain. Proud mami of two amazing children.

3 thoughts on “Reading reflection II: Theories of Change”

  1. …”why not all authoritarian regimes rigorously control access to the YouTube?”

    I think it is a matter of “when” that these regimes take control over access to youtube. All it will take is one uprising, with youtube being the primary catalyst, to see the website banned in a country. Youtube currently sits as an under utilized tool in most countries eyes apparently, or they even now would have banned the site, due to its free speech video responses, some of which are defiant in the face of the local regimes.

  2. Hi Adriana,

    I like what you say about firms having to recognize dramatic shifts in their industry due to ‘additive’ effects. I think this is one reason that a company fails in the long run. For example: while Philips and Sony duke it out over HD DVD and Blu-Ray, the additive effects of increasing broadband and delivery of content over broadband by a company such as Netflix, makes the competition between the two companies moot. IN fact it puts them a bit behind the eight-ball, having invested so much money in lawyers, advertising and incentives towards the film industry, when in fact they should have concentrated on monetizing online distribution.

    Kirk

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