When Is a Disruptive Innovation Disruptive?^*

Abstract

A disruptive innovation (i.e., one that dramatically disrupts the current market) is not necessarily a disruptive innovation (as Clayton Christensen defines this term). To aid in understanding why some innovations are more (or less) disruptive to the long‐term health of incumbents, this article offers terminology and a framework complementary to Christensen's work, focusing on the diffusion pattern of the new product. The framework and model presented herein suggest that when an innovation diffuses from the low end upward toward the high end, a pattern called low‐end encroachment, the incumbent may be tempted to overlook its potential impact. Three possible types of low‐end encroachment are illustrated: the fringe‐market, detached‐market, and immediate scenarios. Conversely, when the pattern is one of high‐end encroachment, the impact on the current market is immediate and striking. A three‐step framework is identified to assess the potential diffusion pattern and impact of an innovation, thereby helping a firm determine the threat or opportunity that an innovation represents.

Investigating the feasibility of supply chain-centric business models in 3D chocolate printing: A simulation study

“…Disruptive innovation is the introduction of new technology, products or services, as well as the efforts to promote, reform and obtain superiority in the competition and mainly includes business-model innovation and technology innovation (Markides, 2006). Such innovations are an effective way to develop and expand new markets (Govindarajan and Kopalle, 2006;Schmidt and Druehl, 2008) and they may also have a profound influence on the existing market (Schmidt and Druehl, 2008).…”

Universal design as a cause of triggering innovation levels for sustainability-a deliberative concept

“…One interesting point is that disruptive innovation per se. do not have to be disruptive, depending on the diffusion pattern of the new product [31]. Christensen et al [6] thus sees disruptive innovation in the form of "Catalytic Innovation" to be a solution to problems that calls for a social change.…”

Secure collaboration in global design and supply chain environment: Problem analysis and literature review

“…In addition, Christensen [126] proposed a new concept of disruptive innovation in 1997. In contrast to radical and incremental innovations which focus on customer mainstream market, disruptive innovation aims to improve new product and service development meeting unexpected but potential market space [127].…”