Disruptiivisuus

Disruptiivisuus, often translated as disruptiveness or disruptive innovation, refers to a process by which a smaller company, often with fewer resources, can successfully challenge established incumbent businesses. The key is that the disruptor initially targets overlooked segments of the market, offering a simpler, more convenient, or less expensive alternative. These offerings are often seen as inferior by the mainstream market at first.

Over time, the disruptor improves its offering, eventually appealing to a wider customer base and displacing established firms. This can happen through technological advancements, new business models, or a combination of both. Disruptive innovations do not necessarily have to be technologically superior; they can simply be more accessible or affordable.

Examples of disruptive innovation include the rise of personal computers challenging mainframes, or streaming services like Netflix disrupting traditional cable television. The concept was popularized by Clayton Christensen. It's important to distinguish disruptive innovation from sustaining innovation, which focuses on improving existing products for existing customers. Disruptive innovation creates new markets or redefines existing ones, often leading to significant shifts in industry landscapes.