An Archetype for Outsiders in Technology Commercialization. Shane Greenstein, 2019, Book Chapter, "Many confrontations between insiders and outsiders have garnered attention in technology markets over several decades. What can we learn from these prominent confrontations? Is there anything common to them? This chapter presents an archetype of confrontations that highlights the distinctive perspective of an outsider. In this archetype insider refers to an established leading firm in a specific market, while outsiders are startups or historical non-participants in the insider’s market. The chapter interprets events as a conflict between the outsider’s novel point of view and the insider’s established point of view. To support this interpretation, the chapter examines numerous illustrations. In each, the outsider takes actions to gain customers, which leads to a reaction from the established firm." Link