Disruptive innovation

Disruptive innovation describes how simpler, cheaper offerings can enter overlooked or low-end markets, improve over time, and displace established products and firms.

Christensen's theory of disruption: Clayton Christensen's theory explains how entrants with initially inferior offerings can displace established firms by serving overlooked markets. This is the theory's central account of how disruption unfolds.
Clayton Christensen: An American business scholar who developed and popularized the theory of disruptive innovation. His research established the framework and its central distinctions.
Disruptive technology: A technology regarded as radically different from existing technologies, often with the potential to alter products or industries. Technological novelty alone does not make an innovation disruptive in Christensen's sense.
Christensen's milkshake study: A study of fast-food milkshake purchases that used customer jobs-to-be-done to explain product choice. It illustrates how understanding a customer's job can reveal overlooked competition and demand.
Jobs to be done: A framework that explains product choice by the progress people seek in particular circumstances. It helps identify unmet demand that established firms may overlook.
Low-end disruption: A disruption path that begins by serving customers who are overserved by existing products with cheaper, simpler alternatives. It explains how an entrant can win customers incumbents neglect as unprofitable.
The Innovator's Dilemma: Clayton Christensen's 1997 book explaining why well-managed companies can lose leadership as markets change. It introduced the influential account that later became known as disruption theory.
Creative destruction: The process by which economic innovation replaces older products, firms, and production methods. It describes a broader pattern of replacement than Christensen's market-entry theory.
Netflix: A media company that began with DVD rentals by mail and later became a major streaming service. Its early rental model is often discussed as a possible disruption of video rental stores.
Disruptive innovation criticism: Critiques of disruption theory's definitions, predictions, and application to companies and technologies. The theory is often stretched to describe any successful entrant or technological change.

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