Abstract
Imagine the following: your customers love the products, services and performance you deliver, and your competitors are years behind you in terms of performance. You seem invincible, which sales numbers only seem to confirm because your company is breaking one growth record after the other. It truly seems that you are riding on a wave of continuous luck and success, with your teams over-performing and customers valuing your offering. There just truly are no signs anywhere that something could go wrong! Or at least you think so.
The reason why it is so difficult for existing firms to capitalize on disruptive innovations is that their processes and their business model that make them good at the existing business actually make them bad at competing for the disruption.
Clayton M. Christensen
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Fuchs, C., Golenhofen, F.J. (2019). Disruptive Innovation. In: Mastering Disruption and Innovation in Product Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-93512-6_2
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