12. What would you advise an incumbent firm to do in the face of the emergence of new technology? For example, if you were an executive for American Airlines, what would you do about the recent introduction of Very Light Jets (VLJ)—such as the 2,000 preordered Eclipse 500 VLIs from Eclipse Aviation, which are able to reach 300 mph and a range of 1125 nautical miles?15 Is “air taxi” a disruptive technology? What should major airlines do about it, if anything?