Disruptive business models introduce threats to existing ways, but also opportunities for new sources of competitive advantage (Markides, 2006). Christensen’s landmark disruptive theory explains how fringe ideas come to redefine entire markets, not only explains why new businesses emerge and maturecompanies fall. It actually helps to predict the future success of new ventures more accurately. Raynor (2011) argues that Disruption theory is the only theory which has been statistically proven to be an effective predictive tool.
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