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Beyond Disruption: Innovation Doesn’t Have to Be Disruptive

Leading Blog

In contrast, nondisruptive innovation is “achieved without disrupting a preexisting market and its associated companies and jobs.” In Beyond Disruption: Innovate and Achieve Growth without Displacing Industries , Blue Ocean Strategy authors W. Look beyond the existing market and environment.

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Are The Best Innovations For Society Those That Are Non-Disruptive?

The Horizons Tracker

Non-disruptive The pair, who made their name with their bestselling book Blue Ocean Strategy, chart a similar path. Disruptive innovation is far more commonly understood and involves creating a new market within existing industry boundaries. This helps to bridge the gap between economic and social good.

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Marginal Market Opportunities

Harvard Business Review

Many successful innovations work because they create a new market. Chan Kim and Renée Mauborgne of INSEAD have written a whole book about Blue Ocean Strategy as they call it, in which successful companies innovate their value propositions to attract customers who have never engaged with their type of product or service before.

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What Is Strategy, Again?

Harvard Business Review

Rapidly responding to ever-evolving competitive and market changes (perhaps a reference to Rita McGrath and Ian McMillan’s 1995 article on innovation strategy “Discovery Driven Planning” ). While either approach can be successful, the two are for him not economically (or, I think, morally) equivalent.