Editing Disruptive innovation (section)

=== Definition ===

* Disruption is a process, not a product or service, that occurs from the nascent to the mainstream 
* Originates in low-end (less demanding customers) or new market (where none existed) footholds
* New firms don not catch on with mainstream customers until quality catches up with their standards
* Success is not a requirement and some business can be disruptive but fail
* New firm's business model differs significantly from incumbent<ref name=":0">{{Cite news|url=https://hbr.org/2015/12/what-is-disruptive-innovation|title=What Is Disruptive Innovation?|last1=Christensen|first1=Clayton M.|date=December 1, 2015|work=Harvard Business Review|access-date=June 25, 2019|last2=Raynor|first2=Michael E.|issue=December 2015|issn=0017-8012|last3=McDonald|first3=Rory}}</ref>

Christensen continues to develop and refine the theory and has accepted that not all examples of disruptive innovation perfectly fit into his theory. For example, he conceded that originating in the low end of the market is not always a cause of disruptive innovation, but rather it fosters competitive business models, using [[Uber]] as an example. In an interview with ''[[Forbes]]'' magazine he stated:

{{quote|Uber helped me realize that it isn't that being at the bottom of the market is the causal mechanism, but that it's correlated with a business model that is unattractive to its competitor.<ref>{{Cite web|url=https://www.forbes.com/sites/forbestreptalks/2016/10/03/clayton-christensen-on-what-he-got-wrong-about-disruptive-innovation/|title=Clayton Christensen On What He Got Wrong About Disruptive Innovation|last=Adams|first=Susan|website=Forbes|language=en|access-date=2019-10-16}}</ref>}}

Entrepreneur [[Chris Dixon]] cited the theory for the idea that "the next big thing always starts out being dismissed as a 'toy{{'"}}.<ref>{{cite web |url=https://cdixon.org/2010/01/03/the-next-big-thing-will-start-out-looking-like-a-toy |title=The next big thing will start out looking like a toy |date=January 3, 2010 |author=[[Chris Dixon]]}}</ref>