The opportunity and threat of disruptive technologies: Clayton Christensen (16:47)

Clayton Christensen’s “Innovator’s Dilemma” must be one of the authorised text books about innovation. Basically this book is more related with technology-based industry, but the main concept of innovation is applicable to design-based innovation.

He shows the concept of two types of innovation, which are sustaining innovation and disruptive innovation. Well-managed company is good at developing sustaining innovation, which can be achieved by following the demand of main customers. On the other hand, disruptive innovation seems to be against the benefit of the main customers and not attractive for large enterprises at all because the market opportunity is very small in the first place. However, it will disrupt the existing market and occupy the main market in the future.

In the book, he says “Disruptive technology should be framed as a marketing challenge, not a technological one”.

Design can contribute to solve the marketing challenge.

The lecturer's book is the following:

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