Talk to any CEO about what haunts them the most and disruptive innovation will be at the top of the list. It is a logical fear: A company whose existence depends on established technologies could face extinction or loss of market leadership if a revolutionary innovation comes along. Just ask smartphone maker BlackBerry after Apple launched the iPhone. But a study soon to be published in Management Science discovered that disruptive innovations need not lead to an incumbent’s fall, despite prevailing academic theory arguing otherwise.
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