Managing Innovation: Disruptive Theory and Its Application in Just Eat

Managing Innovation

Table of Contents
INTRODUCTION...........................................................................................................................1
MAINBODY....................................................................................................................................1
Disruptive innovation theory......................................................................................................1
Application of Disruptive innovation theory in the historical development context..................5
Application of the Disruptive theory in the future development of Just Eat..............................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Innovation is being consider as the armoury tool for the modern business to survive in
this contemporary business environment, therefore innovation matters for a business of course.
Innovation is thoughtful as change model of a business that transform business into new format
of operations. Nevertheless, managing innovation is not a cup of tea for many business
organisations because while organisation introduce innovation, they need to formulate
innovation strategies which might be supported by the innovation theory (Schmidt, 2018).
Innovation theory or a concept is a framework that business used while managing and
introducing change in the business model. Disruptive theory of innovation is the oldest and most
used innovation theory in business this is because disruptive theory of innovation is affordable,
easy to use and has basic feature (Prange and Schlegelmilch, 2018). Hence, disruptive innovation
originates in low end or new market footholds that help many tech companies to solid its market
positioning. Disruptive theory of innovation is useful for many small and tech company
generally with less resource, is capable to challenge an incumbent organisation by incoming at
the bottom of the market and keep moving to up-market with managing its innovation practices
(Uzuegbunam and Geringer, 2021). Theretofore, pausing report lighten up the concept of
disruptive theory of innovation is historical and fuWhat Is Disruptive Innovation?. 2015.ture
business model of Just Eat along with the benefits and drawback of disruptive innovation theory.
MAINBODY
Disruptive innovation theory
Frequently in the business , a disruptive innovation is an innovation program that develop
a new market and value network and finally disrupts an existing market and value network.
Consequently, disruptive innovation theory emphasis on the fact in which new entrant with
disruptive innovation approaches enter in the bottleneck market and capture large market share
gradually (What Is Disruptive Innovation?. 2019). However, not all innovation is said to be
disruptive innovation despite they are being revolutionary this is because these are type of
innovation of profit.
Disruptive innovation trends to be developed by the outsider and start-up company to
take over the existing market incumbent. Moreover, disruptive innovation is consider be a
process instead than a product or service, food disruptive technology is a perfect example of this,
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which shows that a company with disruptive theory of innovation enter in the food technology
industry by shifting the trend from dine at home to take away service at the door to make people
life more convenient. Hence, disruptive theory of innovation is also called as the technology
mudslide hypothesis theory for a tech company to introduce something new in the bottom market
(Cruz-Sanchez, Sarmiento-Muñoz and Dominguez, 2020). This is because often disruptive
innovation was technologically straightforward mechanism that begins in bottom of market and
create much value market in the end. Present business are mainly depends on the disruptive
innovation as customers are increasingly expecting that take-away delivery service of food tech
company should be faster, smarter and more intuitive that make their service more convenient
and reliable to meet and raise client expectation so that business can put their existing competitor
under their neck (Mousavi and et. al, 2018).
Disruptive innovation is considered to be the boon in the age of fast tech innovation
where new products and services are launched at an ever-maximise increasing pace. In the
starting, disruptive innovation is modest to the existent product and service in the Food and
Beverage industry because traditionally market measured by traditional value matrices hence
introducing disruptive innovation on is not easy at all (What Is Disruptive Innovation?. 2015).
Also, when disruptive innovation first time enters the market, it at first provide to a small
and typically not very profitable customer segment. This is because customer of that
segmentation not accepting this type of innovation in food industry because of sophisticated
thinking and cognitive behaviour (Reinhardt and Gurtner, 2018). Disruptive theory hows the
power of digital platform to disrupt incumbent industries and generate high value for new entrant
only because of disruptive innovation practices. Disruptive innovation is important because most
effective transformation pass off when a business grasp innovation rather than precise design.
Principles of disruptive innovation Simplify: Customer experience is a vital tool for a new marketer like Just Eat, so to make
buying journey hassle free and free of confusion disruption innovation should be simple
and basic. Become a disrupter: Contemporary business environment eating the world, everyone
wants to be next successful business model, thus under disruptive innovation theory a
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