Chapter Three The Four Sources of Business Advantage
When thinking about innovation and growth, the economic and social impact of your approach is not all that matters. What also matters is an organization’s ability to successfully implement it. Disruptive creation has an advantage in that the industry to be disrupted provides a clear target of a known market size and deals with a known need for which people have demonstrated a willingness to pay. Nondisruptive creation may appear more challenging precisely because it occurs outside existing market boundaries, where there is no such target or known need for which people have demonstrated a willingness to pay.
In the second part of this book, which is all about learning to identify and capture ...
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