Rediscovering the Antecedents and Consequences of Overshooting

This research sets up to clarify the nature, the prevailing antecedents and the disruptive processes consequent to overshooting in the context of product innovation. Grounded theory and comparative case study logic are the methods applied to formulate the case study regarding the Learning Management System (LMS) market for the American Higher Education sector. The findings of this research reveals that the ‘compromised improvement’, rather than ‘oversupplied improvement’, on product attributes is the product provision overshooting customers. The antecedents and consequences of this rediscovered nature of overshooting are also evidenced and expounded. The outcome of this research will be substantially improving the prevailing theories regarding overshooting and disruptive innovation.