In today’s competitive and dynamic businessenvironment, it is mandatory to have disruptive innovation capability orcapabilities both for growing a business and protecting existing markets. Yetdelivering disruptive innovation needs new mindsets and behaviors for organizationleaders and the organizations they lead.
This article describes how to use the COBIT® 5 framework to deliver disruptive innovation.
What Is Disruptive Innovation?
Disruptive innovation[i] describesa process whereby a smaller organization (entrant) with fewer resources is ableto successfully challenge an established, successful competitor (incumbent) (figure 1). Specifically, as the large organizationfocuses on improving its products/services for its most demanding (and, usually,most profitable) customers, it exceeds the needs of some segments and ignoresthe needs of others. The entrant begins by successfully targeting thoseoverlooked segments, gaining a foothold by delivering more suitablefunctionality, frequently at a lower price. For example, with Google Apps,Google challenged conventional word processing, calendaring and spreadsheetprograms. By focusing on simplicity, effectiveness, collaboration and the cloud,it has created an industry for online integrated document sharing.
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