This book is another of my top five in business and economics. Mastering the Dynamics of Innovation, by James Utterback professor of management and engineering at MIT, is about the crucial role of innovation in the life cycles of industries; how some innovations create companies and industries, some preserve them and some kill them. James Utterback, is a master story teller who writes how famous and obscure innovators created new industries and destroyed old ones. He weaves case studies into fundamental patterns that clearly illustrate the role of innovations in all industries. He shows how product innovations create new industries with scores of new entries and almost as many failures, how standardization and process innovations consolidate them into a few longer-lived dominant suppliers, and how marketing innovations enable dominant suppliers to increase their profit margins and ward off direct competition, imitators and new industries, until another radical innovation eventually overwhelms them.
His succinct and fascinating tales include: the history of the block ice industry, for which Boston was its silicon valley, and how refrigeration replaced it; the history of the typewriter and what made the inferior QWERTY keyboard its standard; the history of film and the innovations of George Eastman which made his company the dominant supplier; the history of the automobile industry, in which Ford Motor company had a 43% market share in 1922 and less than 10% by 1926; the history of the aircraft industry and what made the DC-3 its first dominant standard; the history of electric lighting industry and Thomas Edison’s battles with gas lighting; and the history of the plate glass industry which he uses to illustrate how all industries inevitably move from batch processing to continuous flow processing.
The life cycle of each new industry begins with its product innovative phase when many small, informally structured suppliers sell their products to varying market niches on the basis of technical differences. Sooner or later a set of product standards emerge as winners in the marketplace. These standards are never the best of breed in a particular characteristic, but a group of Continue reading