The internet has upended how consumers engage with brands. It is transforming the economics of marketing and making obsolete many of the function?s traditional strategies and structures. For marketers, the old way of doing business is unsustainable.
Accelerating technological improvements have changed the speed with which new innovations penetrate markets. Graphed over time, the market adoption of innovations now resembles a dramatic shark fin--a dangerously deformed version of the classic bell-curve model of diffusion.
Harvard Business School Press
Harvard Business Review, Vol. 96, No. 1, January-February 2018, pp. 98