Type of innovation that creates a new market and value network. - Eventually disrupts an existing market and value network. - Displaces established market leading firms, products and alliances. - Additional drivers of innovative activity include the growth of a technology

Disruptive innovation is typically marked by a transfer of control to consumers, an increase in affordability, an increase in choice, making a technology more accessible, or giving consumers a voice.

In other words, Disruptive Innovation is an innovation that simplifies and makes more affordable products and services to undesirable or ignored markets. Established companies typically strive to improve their products and services for their profitable customer base, largely ignoring the needs and desires of untapped segments.

Spell: #7 Innovation & Change