The innovator's dilemma relates to the various challenges faced by firms following the emergence of revolutionary technology (Christensen, 2013). The large format disk industry, which used to produce 14-inch disk drives for use on mainframe computers, engaged in continuous innovation and improvement with the goal of compressing huge densities of data on smaller inches of disk space. However, the industry suffered significantly with the advent of personal computers which required less sophisticated hard disk drives and whose major focus was on cost optimization and not space optimization, as pursued the large format disks.
Unfortunately, the large format disks industries went out of business because they failed to innovate in order to develop appropriate disk size for personal computers. Blackberry is another firm, which had established itself as a technological disruptor in the provision of wireless data by pushing paging couriers out of the industry, but later fell victim to the same technological revolutions, following the development of the Smartphone by Apple and the entry of Google into the industry. Corso and Luisa (2007) observe that in order for to overcome the innovator’ s dilemma, they must develop excellence in meeting customers’ current needs while anticipating their future needs.
Trends in the digital revolution have made it increasingly possible for small and medium enterprises (SME’ s) to expand their market share. Treyger (2014) explores some of the current trends for internet businesses, which can be leveraged by SME’ s. Firstly, the increasing development of online customer relationship management (CRM) tools and software such as Hubspot and SalesForce enables businesses effectively manage their customer base and facilitating business growth. These tools have potential of improving e-commerce businesses and increasing customer online experience.
Secondly, the emerging trends in content marketing enable businesses to share valuable information with customers and prospects. Content marketing has the potential of building trust, loyalty and driving organizations communication strategies.
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