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Francisco Santolo: What Is Disruptive Innovation?


Disruptive innovation is produced when a company, empowered through the use of a new technology or by implementing a new business model, gains the ability to take over an existing market by developing a product or service that turns obsolete the incumbent's current offering, because of either performance or price.

It’s important to understand that technology in and of itself is not disruptive. Remember that ideation or invention without commercialization does not result in innovation – much less in disruption, that involves taking over an existing market.

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