Tesco
Nondisruptive Creation
Article

Nondisruptive Creation

Rethinking Innovation and Growth

W. Chan Kim and Renée Mauborgne
MIT Sloan Management Review, 2019
Read the article

Read or listen offline

автоматическое преобразование текста в аудио
  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×
автоматическое преобразование текста в аудио

Editorial Rating

7

Qualities

  • Analytical
  • Eye Opening
  • Concrete Examples

Recommendation

Innovations that turn established markets upside-down tend to attract the most media attention and public admiration. However, ”nondisruptive innovation” can lead to equally profitable markets without destroying existing ones. In their article for MIT Sloan Management Review, W. Chan Kim and Renée Mauborgne – authors of Blue Ocean Strategy – list the benefits of nondisruptive innovation and suggest practical steps toward it. 

Take-Aways

  • When pursuing innovation, companies tend to fixate on creating new markets or business models capable of replacing established ones.
  • Yet companies can also innovate by finding new markets or solving overlooked problems, thus creating new industries alongside established ones. 
  • By taking a “nondisruptive” approach to innovation, companies don’t have to deal with potential social and political pushback or compete with well-entrenched market leaders.

About the Authors

W. Chan Kim and Renée Mauborgne – the best-selling authors of Blue Ocean Strategy – are professors of strategy at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute. 

Comment on this summary or Начать обсуждение