ValueChecking the Thoughts on Disruptive Innovation
By Şükran Ceren Salalı, Value Communication Fellow
Nowadays, it seems like many people are debating about disruptive innovation and its effects on the market. Some say disruptive innovation is very useful, while others say it is not the best solution for future marketing benefits.
Does Disruption needs destruction?
The author of a short text that is named as A Few Thoughts On Disruption, Innovation, Reuven Cohen, supports the idea that disruptive innovation is a technique that is destroying the market in order to provide new opportunities and values. To some extent, this approach is true. For instance, in a vast scale, people stopped to use Nokia and Blackberry after Apple’s iPhone is produced. Also, many people prefer to use WhatsApp other than sending SMS.
Cohen interprets these innovative changes as destructive and he states that it is a modern management tool between businesses. He advises that we do not need disruptive innovation techniques, however; we need to question the needs of a particular market in different ways than before.
Our Take: Think different! Disruptive innovation is not a threat!
Even though Cohen highlights several important facts about disruptive innovation, it is not useless as long as it is well structured to set up human-to-human interactions in reciprocal and profitable ways. For instance, disruptive innovation is not a threat as it would be perceived by the university management of Harvard Business School based on last debates about whether entering to the business of online education or not. What makes innovation disruptive is the way it makes a product, a service or an idea remarkable with an unusual approach to renew our consumption patterns and lifestyles.
BTW: This is why we created the disruptive Value Innovation approach driven by Value Communication. If you do not know yet how that works pls. get in touch with us!
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