‘It’s a natural drift alright’: From needs-based demand to technology-driven demand in business

Orientation: It is apparent that the conventional view of business ideas being born out needs society re-conceptualised with introduction new technologies and as environment increases in complexity. Research purpose: This study set to understand how rapid advances technology have impacted basic assumptions for demand, expressed in, example, van der Heijden’s Business Idea model, comprehend these changed over time. Motivation study: stems from an intention has become a creator demand. design, approach method: An interpretive, grounded theory was followed, soliciting views 14 senior-level managers global, technology-driven company by using semi-structured interviews. Interviews were analysed three-stage coding process. involves subjecting data open coding, axial selective coding. Main findings: The analytic process revealed four themes: (1) (2) competitiveness, (3) (4) customers. Engagement themes changing nature models, strategy processes. pace technological development given rise dynamic marketplace changes, where companies use develop innovative product offerings lead more processes structures. In so doing, driver Practical/Managerial implications: leaders should take note changes potential impact on future companies, this requires alignment supporting Contribution/Value-add: With cognisance central role playing contemporary environment, proposes demand (TDD) framework, re-evaluation model.