Brands leaping and bounding based on disruptive innovation — A case study of FAW own brand Pentium

Abstract

in the current fierce international environment, Own brand has embodied a country's economic strength. It is hard to achieve leapfrog development for the own brand relying on traditional maintaining innovation. The article expects from the effective combination of technology and market on disruptive innovation to explore the new leap-forward developing path. Further analyzing from the theoretical and actual case; draw the conclusion that the disruptive innovation integrating with disruptive technology and the Blue Ocean market strategies is the effective path selection for the development of independent brands by leaps and bounds.