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Innovations that turn established markets upside-down tend to attract the most media attention and public admiration. However, ânondisruptive innovationâ can lead to equally profitable markets without destroying existing ones. In their article for MIT Sloan Management Review, W. Chan Kim and RenĂ©e Mauborgne â authors of Blue Ocean Strategy â list the benefits of nondisruptive innovation and suggest practical steps toward it.
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About the Authors
W. Chan Kim and RenĂ©e Mauborgne â the best-selling authors of Blue Ocean Strategy â are professors of strategy at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute.
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