The disruptive nature of organic photovoltaic technology

Organic photovoltaic (OPV) technology is identified as a disruptive innovation that will diffuse as a low end encroachment, i.e., as an innovation that sells to buyers in a new market who would have bought the old product only if it were a little less expensive such that they are on the fringe of buying (fringe disruptive); or as an innovation that sells to buyers whose preferences are so divergent that a price reduction would not have enticed them to buy the old product such that they are detached from the current market (detached disruptive). It is suggested that if a firm wants to implement a disruptive OPV innovation on the fringe of the market, it must engage in a market-focused strategy; and if a firm wants to implement a disruptive OPV innovation in a detached market, it must engage in a technology-focused strategy.