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.
In this summary, you will learn
- Why innovation doesn’t necessarily entail market disruption and
- What the benefits of “nondisruptive innovation” include.
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.