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Nondisruptive Creation: Rethinking Innovation and Growth by Renée Mauborgne, Chan Kim

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Nondisruptive Creation: Rethinking Innovation and Growth

It’s time to dispel the myth that innovation must be disruptive. Nondisruptive creation is an alternative path to growth.

In recent years disruption has become the battle cry of business. Disruption occurs when an innovation creates a new market and business model that cause established players to fall. We love the ease of taking, sharing, and storing digital photographs — a disruption that led to the demise of both Kodak and the once ubiquitous film market. Millions of us benefit from Uber’s driver-on-demand service, even as it displaces existing taxi companies.

Not surprisingly, many have come to view disruption as a synonym for innovation. ...

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