Title: Interpreting simultaneous use of an existing technology and its replacement innovation

Authors: Joanne E. McNeish; Ummaha Hazra

Addresses: Ted Rogers School of Management, 350 Victoria Street, Toronto ON M5B 2K3, Canada ' Ted Rogers School of Management, 350 Victoria Street, Toronto ON M5B 2K3, Canada

Abstract: Little research has been done to understand the meaning of simultaneous use of an existing technology and its replacement innovation by the same person. We take the perspective that simultaneous users are intentional in their decision to use both. In this study, paper and e-books are used as examples of the existing technology and its replacement innovation. Through content analysis of online comments and focus groups, we suggest that paper books used for leisure reading are artefacts with three dimensions (aesthetics, symbolism, instrumental). However, e-books are limited to being digital objects. We posit that simultaneous users consider the e-book an insufficient replacement for the paper book but see sufficient value in adopting it for certain situations. We suggest that during the product development process and particularly during post launch evaluation, firms monitor simultaneous behaviour. If it persists over time, the dimensions of resistance to discontinuing the existing technology should be explored with users.

Keywords: simultaneous use; replacement innovation; paper books; e-books; electronic books; instrumental; symbolic; aesthetics; resistance; discontinuance; existing technology; replacement technology; product development; post-launch evaluation.

DOI: 10.1504/IJTMKT.2014.065380

International Journal of Technology Marketing, 2014 Vol.9 No.4, pp.376 - 391

Available online: 23 Oct 2014 *

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