Disruption

Disruption is the displacement of an established market, which is dominated by leading firms, products, and alliances, through the creation of a new market and value network, which eventually disrupts the existing market and value network. This requires building a unique solution by finding a unique product-market fit or discovering a unique market approach for the customers of that market. It also requires the customers in that market educated and convinced of the benefits of the disrupting product or service.

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