The Benefits of Innovation That Isn’t Disruptive

Disruption is not the only path to innovation and growth. Creation without disruption or nondisruptive creation is about creating a new market outside or beyond existing industry boundaries, and has its own organizational and business advantages. In this article, the authors outline four advantages to opting for this nondisruptive route: 1) It allows you to avoid direct confrontations with established incumbents. 2) It is an effective way to respond to full-on disruption. 3) It makes it easier to secure support from internal stakeholders. 4) It largely avoids backlash from external stakeholders.


responding to full on disruption effectively, gaining support from internal stakeholders, and not triggering backlash from external stakeholders.

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