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.
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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