Disruptive innovation (as defined by Clayton M. Christensen turns the conventional paradigm of the market on its head, not by improving on competitors’ offerings, but by actually reducing functionality. That is, disruptive innovations make products simpler and less costly. This wreaks havoc within many industrial sectors, where, sensing opportunities at the bottom of the market, large companies will frequently choose to ignore it, dismissing it as “not competing in their space.”It helps create a new market and value network, and eventually goes on to disrupt an existing market and value network (over a few years or decades), displacing an earlier technology. They are generally technologically straightforward, consisting of off-the-shelf components put together in a product architecture that is simpler, more convenient and less expensive than prior approaches. They offer a different package of attributes valued only in emerging markets remote from, and unimportant to, the mainstream.
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