Instead they study things like fruit flies. If you think about it, the reason becomes obvious. Human generations only come along every thirty years, but fruit flies are conceived, born, mature, and die in a single day. Similarly, high tech moves faster and thus provides better case studies. Companies depend on Customers and Investors for resources.
Small markets don t meet the growth needs of large companies.
Markets that don t exist can t be analyzed. Technology supply may not equal market demand. While these principals may seem obvious, their implications are profound. For example, the book notes that the conventional solutions to companies problems planning better, working harder, becoming more customer driven, and taking a longer-term perspective all exacerbate the problems when firms are faced with disruptive change. Sorry, Harry, the worst thing you can do is to listen too much to your customers.