Incumbent’s Innovation Strategies Under The Threat Of Disruptive Innovation Entry

Computer technology, bio-technology, new energy and new materials technology have marked by the emergence of the third revolution of science and technology, leading technology to update frequency quickened. Emergence of new technology is to pose the threat to incumbents. Under this threat, the choosing of incumbents firms form what kind of innovation strategies to deal with, or market entry to prevent, or market entry, or market entry tolerate, gradually becomes the concerns of the industry and theoretical research of scholars who have tried to solve one of the key scientific problems.Basing on the existing research, disruption innovation theory has paid attentions into the new enterprises how to enter the market and how to successfully carry out disruption technology innovation perspective, focusing on the disruption technologies into the enterprise strategy research. But the incumbent firms, under the threat of disruptive technologies into the strategies of research, focus less on the issue.This paper comes from the incumbent firms’ strategy angle, and analyses under the disruption technologies into the threat analysis in enterprise’s innovation strategies. Through the case studying, this article discusses the disruption technologies into the innovation strategies of TATA and under the threat in digital camera technology into the Kodak for the innovation strategies, deepening of disruption technologies into the threat of incumbent firms’ innovation strategies under the background of the theoretical knowledge. This research will not only help to further deepen the theoretical development of disruptive innovation, but also to offer evidence to enhance under the threat of disruptive technologies’ entry, incumbent firms’ innovation strategies selection under the threat of disruptive technologies’ entry.