Throughout history, communication and entertainment innovations have had a revolutionary impact on society, culture and the economy. This study focuses on the impact of a recent disruptive technology called the digital video recorder by analyzing the relationship between technology, diffusion, communication and management. Two theories provide a basis for the analysis in this study, diffusion of innovation theory and creative and innovative management theory. The combination of the two theories provides a lucrative framework to examine the impact of disruptive innovations. Qualitative interviewing technique is the methodology selected to frame issues within an industry milieu. Analysis of the responses indicates that, although a basic inherent understanding exists for both the diffusion and creative management process, significant gaps in understanding the strategic value of these two theories remains. Continued research could provide more insight on how the application of these theories can influence strategic planning when dealing with disruptive technology.
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