Trends in the Global Business Environment: Key Drivers of Disruptive Innovation

W H AT A R E T H E K E Y D R I V E R S O F
D I S R U P T I V E I N N O VAT I O N ?
Trends in the Global
Business Environment

Introduction
 Disruptive innovation as according to Clayton M. Christensen is
every business or a concept which garners the success and is able
to attract the target audience
 It is also able to disrupt the market by attracting customers who
were the consumers of reputed brands
 There are a few famous examples of disruptive innovation like
iPads, Google Apps, Netflix and Skype

What is disruptive innovation?
 There are no consensus on the definition of disruptive innovation as
believed by many authors
 The American scholar Clayton has rather defined disruptive
innovation as a state where startup firms become the choice of
customers whereas the established firms become weaker
(Colombo, Franzoni and Veugelers 2015)

Examples of disruptive innovation
 Netflix
 iPads
 Skype
 Google Apps
(Pinkse, Bohnsack
and Kolk 2014)