In the realm of contemporary research on disruption, the focus often centers on the competitive dynamics between incumbent firms and innovative new entrants wielding potentially disruptive technologies. While existing disruption theory emphasizes strategies to address the potential impact of new technologies on individual incumbents, a notable gap exists in understanding how incumbents navigate responses when faced with technologies threatening their entire business ecosystem. Addressing this gap, our study delves into the distinctive dynamics of senior management responses within incumbent firms. Through extensive case studies spanning the airline industry from 2014 to 2023, we scrutinize senior management reactions to a disruptive technology capable of rendering distribution intermediaries obsolete, pivotal components of their business ecosystem. Drawing on a comprehensive dataset comprising first-hand field data, insights from senior management, and publicly available information, we closely examine four airlines. The analysis reveals substantial variations in response profiles influenced by senior management's attitudes toward technology adoption. Our findings highlight the pivotal role of senior management in determining whether a new technology disrupts the business ecosystem. Varied attitudes towards adoption lead to markedly different response profiles among airlines. This insight underscores the decisive impact of senior management within incumbent firms on the broader business ecosystem, contributing to the intersection of disruptive innovation, business ecosystems, and response profiles. Our study offers valuable insights into the intricate relationships shaping the response of incumbents to evolving technological landscapes.
