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Assessing potential disruptiveness of innovations is an important but challenging task for incumbents. However, the extant literature focuses only on technological and marketplace aspects, and most of the documented methods tend to be case specific. In this study, we present a multidimensional measurement framework to assess the disruptive potential of product innovations. The framework is designed based on the concept that the nature of disruptive innovations is multidimensional. Three aspects are considered, i.e., technological features, marketplace dynamics and external environment. Ten indicators of the three categories are proposed and then connected based on the conceptual and literature analysis. Three innovations, namely, WeChat (successful), Modularised Mobile Phone (failed) and Virtual Reality/Augmented Reality (ongoing), are selected as case studies. A panel of industrial experts with PhD degree in engineering is surveyed. The survey results are calculated and analysed according to the framework and then compared against the developments of the innovations. We also check the robustness of this framework by surveying other groups of people, and the results are nearly identical to the previous findings. This study enables a systematic assessment of disruptive potential of innovations using the framework, providing insights for decisions in product launch and resource allocation.
Guo et al. (Sun,) studied this question.