Abstract
Throughout the 1980s and 1990s, the high-end Swedish camera manufacturer Hasselblad struggled to integrate its product lines with emerging digital imaging technology. Hasselblad's history illustrates how digital technology emerges in various high-end niche applications and later enters the mainstream markets and displaces incumbents. The Hasselblad case exemplifies how incumbent firms encounter difficulties when such technologies render their skills and products obsolete.
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