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How Startups Achieve Disruptive Innovation in the Digitalization Era: Dynamic Marketing Capability Perspective
Wu Chunlin, Zhao Tianyue, Cao Xin, Ouyang Taohua
2025, 37 (1):
273-288.
The new generation of information technology has brought new opportunities for disruptive innovation. In the fiercely competitive market scenario, startups can gain mainstream market share and achieve rapid advancement through disruptive innovation. This paper conducts a vertical case study on Tiying Media, a startup company, to explore the evolutionary process and underlying mechanisms of disruptive innovation achieved through dynamic marketing capabilities empowered by digitalization. The findings are as follows. Firstly, compared to traditional disruptive innovation, in the context of digitalization, disruptive innovation in startups has leading, sharing, and leapfrogging characteristics in terms of innovation motivation, innovation process, and innovation results, and is an advanced extension of traditional disruptive innovation. Secondly, startups utilize digital resources to empower dynamic marketing capabilities, forming an integrated framework of “data absorption - data collaboration - data transformation”. Through the dynamic alignment of internal capabilities and external demands, startups drive continuous disruptive innovation. Thirdly, startups leverage digital resources to establish technological chains, business platforms, and value ecosystems, facilitating exponential growth and leading the digital transformation of the whole industry, thus achieving comprehensive and multidimensional disruptive innovation. This paper constructs a dynamic process model for achieving disruptive innovation in startups within a digital context. It not only addresses the limitations of traditional innovation theories in the era of the digital economy but also holds significant practical value for startups in seizing opportunities for digital transformation and upgrading, thereby facilitating latecomer advantages and contributing to the strategic goal of realizing “Digital China”.
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