At my company, "General Manager" positions were the ones that actually set much of the planning priorities. Many of them, eventually got promoted to VP, and even, in the case of my former boss, the Chairman of the Board.
When the iPhone came out, one of my employees got one (the first version). I asked to borrow it, and took it to our Marketing department. I said "This is gonna be trouble for us."
I was laughed out of the room. They were following the strategy set down from the General Managers, which involved a lot of sneering at the competition.
The iPhone (and the various Android devices that accompanied it), ate my company for breakfast, and picked their teeth with our ribs.
A couple of the GMs actually anticipated the issues, but they were similarly laughed out of their rooms.
I saw the same thing happen to Kodak (the ones that actually invented digital photography), with an earlier disruption. I was at a conference, hosted by Kodak, and talked to a bunch of their digital engineers and Marketing folks.
They all had the same story: They were being deliberately kneecapped by the film people (with the direct support of the C-Suite).
At that time, I knew they were "Dead Man Walking." That was in 1996 or so.