Sustainable Emerging Technologies: Battle for Dominant Design

When sustainable emerging technologies (SETs) enter mainstream markets, a battle unfolds between pioneers and incumbents to establish the new dominant design. The purpose of this article is to explore the key factors that determine the outcome of such technological battles. Based on an extensive literature review and drawing on insights from behavioral economics, five research hypotheses are proposed to examine whether the final outcome depends on the discontinuous or disruptive nature of the SET—specifically, whether its entry into the mainstream market is direct or indirect—and on whether incumbents perceive it as a threat or an opportunity. The article also aims to clarify the prevailing confusion surrounding the concept of disruptive technology by proposing a refined definition that builds upon and complements previous ones. From an academic perspective, the contribution lies in incorporating behavioral economics into the analysis of technological battles, thus opening new avenues for research, as well as offering a definition of disruptive technology that could help standardize research frameworks in this field. From a managerial standpoint, this article supports innovation managers in understanding the introduction and expansion of SETs, enabling them to develop more effective strategic responses.