The Emergence of Dominant Designs
The University of Texas, Austin
Gary L. Lilien
ISBM Report 9-2004
Evolutionary processes of variation, selection, and retention characterize product category evolution (e.g., Anderson and Tushman 1990; Tushman and Murmann 1998). Technological breakthroughs result in rivalry between alternative designs, resulting in a period of design variation or ferment. Viewed in this evolutionary perspective, the emergence of a dominant design is the transition point between the periods of variation and selection.