TECHNOLOGICAL DISCONTINUITIES AND DOMINANT DESIGNS: THE CASE OF FORD, 1896-1914

The automotive industry is historically epitomized by the succession of technological discontinuities and dominant designs between automakers. According to innovation literature, this is a complex and intrinsically uncertain process of innovation, in which the technology variable is intertwined with business decisions. In this regard, several authors have questioned the conditions under which the succession of technological discontinuities and dominant designs can be successfully managed. The article joins this debate through a detailed historical analysis of the strategies pursued by Henry Ford, from 1896 to 1914. The case study suggests that Ford has dynamically managed the succession of technological discontinuities and dominant designs in the automotive industry by purposefully pursuing five strategies in sequence: 1) experimentation of product architecture; 2) short-term partnerships for knowledge exchange; 3) democratization of product architecture; 4) emotional advertising; and 5) vertical integration for integrated moving assembly line. Drawing on these insights, we conclude the article by providing theoretical contributions and offering an original historical comparison with Tesla.