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02.07.11 NPD Glossary

Disruptive Innovation

A disruptive innovation is an innovation that disrupts an existing market.  The term is used in business and technology literature to describe innovations that improve a product or service in ways that the market does not expect, typically by lowering price or designing for a different set of consumers.  In contrast, sustaining innovations are based on predominant customer preferences.

Earn one professional development hour (1 PDH) in an on-line course on Disruptive Innovation at www.simple-pdh.com.

Learn more about disruptive innovations in “How to Disrupt Innovatively or in Disruptive, Open, and Lean: A Primer on Innovation Buzzwords.”

For more NPD Glossary terms, see the NPD Glossary.

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