The Advent of the Technology Portfolio
Richard P. Rumelt, Boris Petrov · Journal of Business Strategy · 1982
Frequently, there is a point in the introduction of new product generations where investment in a new technology is far more productive in cost or performance improvements than further investments in the existing technology (see Exhibit 1). Both the timing and the shift from old to new technology and the magnitude of technology investments are of critical strategic importance. In fact, each of the three technologies shown in Exhibit 1 has completely changed the competitive positions among the vendors of IBM plugcompatible disk drives.