The Adoption of Generative Customization as an Innovation Strategy in the U.S. Smartphone Market: A Case Study

With the pace of change and adoption of new products continuing to escalate, even leading edge companies are facing challenges in retaining market leadership. In this case study, the frustration of a talented product designer for a U.S. leader in Smartphone technology leads to bigger questions about his firm's willingness and ability to adopt a new IT-enabled innovation in product design and generative customization. He enlists the aid of an IT support analyst to help convince his organization to consider this new approach to extend and expand the company's existing significant sales growth and market dominance in an increasingly competitive environment. The company must also understand the impact on product design of human cognitive creativity leveraged by an emerging technology, the viability of its closed system model of innovation, and the organizational challenges associated with market volatility and innovation.