A Disruptive Solution for Health Care
by
Clayton Christensen, Jason Hwang
"by specifically targeting these customers who have been excluded from the traditional marketplace, disruptive business models can first establish a foothold outside the normal competitive space before moving in to compete against the incumbent firms..."
Disruptive Innovation
by
Clayton Christensen
Excellent long article (a book chapter) on the topic by the expert.
"Disruptive innovations, in contrast, don’t attempt to bring better products to established customers in existing markets. Rather, they disrupt and redefine that trajectory by introducing products and services that are not as good as currently available products. But disruptive technologies offer other benefits—typically, they are simpler, more convenient, and less expensive products that appeal to new or less-demanding customers.
Once the disruptive product gains a foothold in new or low-end markets, the improvement cycle begins. And because the pace of technological progress outstrips customers’ abilities to use it, the previously not-good-enough technology eventually improves enough to intersect with the needs of more demanding customers."
