Technology changes market boundaries

In the future, the microelectronics driven coalescence of product features and the blurring of market boundaries will lead to growing competition from products and technologies outside the firm's traditional realm of competitors. Further, this “Blindside Competition” can be expected to grow both in scope and impact during the 1980s. Nonetheless, firms which are able to identify the nature of blindside threats can reposition themselves to exploit the ever growing array of market opportunities created by technology. In this article, we identify the forces of microelectronics which are driving blindside competition, and suggest that as a result, adjustments in market orientation will be required.