2min chapter

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4 Business Ideas That Changed the World: Disruptive Innovation

HBR IdeaCast

CHAPTER

How Has Disruption Become Explanatory?

Felix: You can't blame a theory for being explanatory. Research shows that what disruption actually does through targeting non-consumption is to expand markets. Felix: The idea, do you want to be that lower quality, lower priced version of something we're familiar with? Or are you really competing for a segment that is not in the market at all?

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