Anderson and Tushman found that:A dominant design always rose to command the majority of market share unless the next discontinuity arrived too early.The dominant design was never in the same form as the original discontinuity, but was also not on the leading edge of technology. It bundled the features that would meet the needs of the majority of the market. During the era of incremental change, firms often cease to invest in learning about alternative designs and instead focus on developing competencies related to the dominant design. This explains in part why incumbent firms may have difficulty recognizing and reacting to a discontinuous technology.