Geneticists study fruit flies because their life cycle completes much faster than a humans. It is easier to see changes this way. The fruit flies of the tech industry are hard drive companies. This chapter discusses the many technological changes in hard drives that made so many companies fail, such as a read/write head's composition. It also discusses how customers held the companies "captive" by not knowing what they want, which lead to other smaller companies making new (smaller) hard drives.
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There are many ways that a good company can fail. Some fail due to organizational and managerial reasons. Another reason is radical change in the industry, and the companies ability to adopt that change. The value network is the context within which a firm identifies and responds to customers' needs, solve problems, procures input, reacts to competitors and strives for profit. Companies usually center this value network around sustaining technologies rather than disruptive ones.
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