The Dive and Disruption of Successful Current Products: Measures,Global Patterns,and Predictive Model

This study examines the diffusion of pairs of substitute products (current versus new) in five categories across 86 countries between 1977 and 2011. The study finds that current products reach a peak at about 56% of market penetration. Subsequently, they suffer a dramatic decrease in penetration of 286%, which we call the dive. A dive occurs in 96% of current products in five categories across 86 countries between 1977 and 2011. On average, the time from takeoff of new product to a peak in penetration of the current product is 6.6 years and to the dive of the current product is 8.4 years. The total time‐to‐dive includes a hidden discontinuance period (10.4 years), from the introduction of the new product to the peak of the current product, plus an overt time‐to‐dive (1.8 years), from the peak to the dive of the current product. The hidden discontinuance period and the overt time‐to‐dive are shorter, and the dive is steeper in emerging markets than in developed ones. A discrete‐time hazard model shows that the introduction of the new product, prior penetration of the current product, the population density of the country, and prior dives in other countries predict intercountry the hazard of a peak. Subsequently, takeoff of the new product, relative percentage growth in penetration of the current product prior to a peak, the length of the hidden discontinuance period, and prior dives in other countries predict the hazard of a dive. The models can predict the occurrence of a peak with true positive rate of 62% and a true negative rate of 87%, and a dive with a true positive rate of 82% and a true negative rate of 61%.