| Companies that have been offering contemporary products and services, which are new to the market or have been radically changed due to new technology, were critical components for the success and future growth of a firm. The specific problem was that producers of products within information and communications technology (ICT) high-tech companies producing e-reader/android tablets needed to have a better understanding of how to merge the dynamics of product technology with the dynamics of downstream customer needs in order to produce innovative products more likely to be adopted by customers. The purpose of this qualitative, multiple case study was to explore key insights of six ICT high tech industry managers and subject matter experts (SMEs) on how the e-reader/android tablet industry sector could better align the dynamics of downstream customer needs, from a business-to-business (B2B) perspective, and innovative product technologies. Despite an extensive literature on competitive strategy and new product development, a need for research still existed that empirically linked the dynamics of product innovation with the dynamics of downstream customer needs. Business-2-Business research was needed in the e-reader industry in order to extend the Conceptual Framework of Dynamic Innovative Markets (CFDIM) within that particularly ICT high tech industry. Key insights were identified by a purposeful sample of six ICT high tech industry managers and SMEs on how the e-reader/android tablet industry sector could better align the dynamics of downstream customer needs, from a B2B perspective, and innovative product technologies in order to have developed products more likely to be purchased by customers. According to the results, digital innovation and transformation within many publishing areas had been disrupted or even destroyed within that particular industry segment but also had devastated and shattered the legacy business model which previously was heralded as the industry standard. Digital innovation and transformation were both expected to continue as a paradigm shift away from traditional business models and focus more toward content creation. Growth concerning the marketing of e-book technologies and the opportunities for sector expansion, most marketing organizations will seek to bring greater rigor, control, and organizational mentality to technology and product innovation decisions. |
