  Achievement and sustenance of growth are essential themes in organizational
literature. In our paper, we develop models using systems thinking approach to
understand how firms achieve and sustain growth in a technology-intensive
product domain. We augment these to explain the possible impact of a disruptive
technological innovation. We use enterprise software industry as the context
where SAP has been acknowledged as the market leader. We find that product
differentiation and learning effects helped SAP establish itself, and this
growth was further sustained through networks and complementors. Introducing
cloud computing as the disruptive innovation, we explain its impact on a firm.
Analysis reveals that for the next wave of growth to occur, and to tap into
newer markets, it would be imperative for SAP to create attractive cloud based
offerings. We also discuss how the model can be enhanced by considering
competitor dynamics.
