Disruptive innovation as marketing strategy | Authored by Dr. Jones Mathew

Dominant firms are often stumped by disruptors coming from the bottom end of the market. But they can counter this is by ‘spinning-off’ a separate firm to take on the start-ups. According to Clayton Christensen, an innovation can be called “disruptive” if it has one of two qualities: a lower end market foothold or technology which is easily accessible to the masses. Constantinos Markides in a 2006 article differentiated disruption into business model innovation, product innovation and technological innovation. The three are not the same — they have different origins, differing effects and demand dissimilar incumbent-responses. A small organisation overthrows a big one because the latter as a business strategy follows “sustaining innovation” (pleasing the high-end customer with more features and benefits while ignoring the majority who just want a low cost product).

Recently in Media

Digital Nomads - Boon or a Bane for Organizations? | Authored by Dr. Poornima Gupta
Read More
From Automated to Autonomous Operation: An Accelerator to Manufacturing Future | Authored by Dr. Ravindra Ojha
Read More
Contact Us
  • Great Lakes Institute of Management,
    2nd Floor, Orchid Centre,
    Golf Course Road, Sector 53,
    Gurugram, Haryana 122003


  • IIT Stuart School of Business
  • University of Bordeaux
  • UMKC
Back to Top