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1. Are Facebook, Myspace, and LinkedIn using disruptive or sustaining technology to run their businesses?
Facebook, Myspace, and LinkedIn are using disruptive technology to run their businesses. Disruptive technology disrupts the existing market and displaces the technology and features that are already in place. Sustaining technology makes continuous improvements to existing technologies in order to improve the bottom line.
When Myspace was introduced in 2003, it was the first real social networking site. It broke the mold of how people could communicate, find “lost” friends, and keep track of friends and family members. Once they became successful, they started settling into a sustaining technology mode in order to improve their bottom line. Mark Zuckerberg and friends started Facebook in 2004. Instead of aiming for sustaining technology, they opted to go for the disruptive technology. They listened to suggestions from users and offered what users wanted, not what managers thought users wanted. By allowing users to customize their personal Facebook pages in virtually any way they wanted (as long as it is not considered inappropriate, threatening, or dangerous), Facebook quickly gained fans and users. They soon surpassed the success and level of users of Myspace.
Knowing exactly what was done to surpass Myspace; Zuckerberg has kept Facebook in the disruptive technology mode. This keeps interest high, users happy, and the money rolling in. As long as Facebook stays on the cutting edge of disruptive technology, they should remain successful. However, disruptive technology lends itself to new entrants into the marketplace. Basically, new users can throw anything into the ring and try anything to start a new business. They have nothing to lose by running on the edge. Eventually one or more of these upstarts will hit upon an even more appealing version

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