Abstract
The emergence of sophisticated mobile camera technology has created major disruptions for the camera industry. Indeed, incremental improvements in smartphone camera technology over the last decade have prompted a steep decline in the sale of Digital Single Lens Reflex (DSLR) cameras. This study reviews the failure of the DSLR camera industry to counter the threats posed by smartphone cameras by embracing an agile approach to business. The paper proposes a conceptual model that appraises the complex environment of the DSLR camera industry and identifies the factors disrupting existing markets. The model will help businesses in this industry to review the threats posed by the challenger industry and enable them to recognise future market opportunities.
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