Emerging, sunrise industries face a lot of uncertainty on the strategic horizon. Yet first mover advantages can be lost without timely action. A clear, confident strategy ultimately becomes the game changer...

1. Strategies in Emerging Industries

2. Objectives of this Session
1. Review the landscape of emerging industries
2. Pinpoint features & challenges of firms
3. Highlight critical decision dimensions
4. Enunciate strategies available to firms
operating in emerging industries

3. #1: EMERGING INDUSTRIES

4. ALTERNATIVE ENERGY
Nissan Leaf (electric car)

5. ADVANCED EQUIPMENT MFG.
• Industrial robotics and automation, Sensor
technology, Micro-electronic technology,
Embedded systems, NEMS/MEMS technology

6. THE INTERNET OF THINGS
The Physical World as an Info System

7. LIVESTREAMING, ipTV
• Apple TV, Google TV, Boxee, Roku are superior
solutions to the traditional set top box.

8. 3D PRINTING
MIT scientists are
working on machines
that will take basic
compounds & turn
them into gourmet
dishes. Engineers
have been developing
3-D printers that build
chocolate objects.

9. eLEARNING, ePUBLISHING

10. NICHE SOCIAL NETWORK
• Facebook’s ubiquity has led to the many niche
social networks for sharing photos, videos,
music playlists to theatre memories……

11. APPI-FICATION
• Using QR codes & geo-spatial features built into
smartphones many corporate campuses use an
employee’s smartphone as sole id device.

12. CONTINUITY ACROSS DEVICES
Consumers are demanding
the ability to pick up the
session on a different device
in exactly the same place
they left off, demanding a
continuous experience
across call logs, text
messages, notes and
activities as they move from
laptop to desktop, from
tablet to mobiles.

13. SMART & SECURE CITIES
SONGDO (S. KOREA) &
MASDAR (UAE)

14. #2. Features & Challenges
• New, unproven market
• Proprietary knowhow
• Parallel technologies, no clear consensus
• Usually low entry barriers
• Learning curve effects
• Inducing initial purchase & allaying consumer’s
doubts regarding new product
• Price expectations of customers & postponement
• Undercapitalization constraint

15. #3. Key Decision Dimensions
1. How to finance initial operations till sales
take off?
2. Which market segments or competitive
advantage to pursue to gain front-runner
position?

16. #4. Strategies in Emerging Industries
FIRST MOVER ADVANTAGE
Take leadership position through risk bearing &
creativity. Use Differentiation strategy (broad
or focused). Grab first mover advantage

17. Strategies in Emerging Industries
BECOME A TECHNOLOGY MENTOR
Adopt the dominant technology quickly. Push
to perfect it. Forge strategic alliance with
related/complementary technology experts

18. Strategies in Emerging Industries
PUSH INITIAL SALES
• Keep it easy & cheap for first
time buyers. Resort to price
cuts to attract next line of
customers
• Pursue new
applications/customer
groups/geographic areas

19. Strategies in Emerging Industries
• ENSURE STEADY PRODUCTION & SCALING UP
• Strategic alliances with suppliers of raw
material & capital. Capture learning effects.