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Reading 10 What is Disruptive Innovation?

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Reading 10 What is Disruptive Innovation? "Disruption" ️describes a process whereby a smaller company with fewer resources is able to successfully challenge established incumbent businesses. Entrants that prove disruptive begin by... ️successfully targeting those overlooked segments gai...

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  • September 25, 2024
  • 2
  • 2024/2025
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Reading 10 What is Disruptive Innovation?
"Disruption" ✔️describes a process whereby a smaller company with fewer resources is able to
successfully challenge established incumbent businesses.



Entrants that prove disruptive begin by... ✔️successfully targeting those overlooked segments

gaining a foothold by delivering more-suitable functionality—frequently at a lower price



Incumbents, chasing x profitability in x segments, tend to... ✔️higher profitability in more-demanding
segments, tend not to respond vigorously.



Disruptive innovation ✔️Originates in low-end or new-market footholds

new-market footholds, disrupters create a market where none existed

Don't catch on with mainstream customers until quality catches up to their standards



Identifying true disruptive innovation is tricky ✔️1) Disruption is a process

2) Disrupters often build business models that are very different from those of incumbents

3) Some disruptive innovations succeed; some don't

4) The mantra "Disrupt or be disrupted" can misguide us



The term "disruptive innovation" is misleading because... ✔️used to refer to a product or service at one
fixed point, rather than to the evolution of that product or service over time



Most every innovation—disruptive or not—begins life as a... ✔️small-scale experiment.



Disrupters tend to focus on... ✔️getting the business model, rather than merely the product, just right.



When disrupters succeed, their movement from x to x... ✔️the fringe (the low end of the market or a
new market) to the mainstream erodes first the incumbents' market share and then their profitability.

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