disruptív

Disruptív is a term used to describe a phenomenon where a new product, service, or business model significantly challenges and eventually overtakes established market-leading firms, products, and alliances. The concept was popularized by Clayton Christensen, a professor at the Harvard Business School, in his 1997 book "The Innovator's Dilemma."

Disruptív innovation typically begins at the lower end of a market, offering a simpler, more convenient, or less expensive alternative. Initially, these innovations may not appeal to the mainstream market's most demanding customers, who are satisfied with existing offerings. However, the disruptive technology or business model often improves over time, eventually becoming good enough to attract the mainstream market and displace the incumbent technologies.

Key characteristics of disruptív innovation include targeting overlooked customer segments, offering a different value proposition, and often leveraging new technologies or business models that incumbents find difficult to adopt due to existing structures, processes, or customer bases. Examples often cited include digital photography disrupting film photography, personal computers disrupting mainframes, and streaming services disrupting traditional broadcast television and physical media.

The term disruptív is sometimes misused to describe any significant innovation or technological advancement. However, Christensen's original definition emphasizes the process by which a new entrant, often with a lower-margin offering, improves and eventually displaces established players. Understanding this distinction is crucial for businesses seeking to navigate or implement disruptive strategies.