Clayton M. Christensen is one of the great management thinkers in the world. A professor at Harvard, he is best known for his studies on innovation and for the introduction of the concept of disruptive innovation

In his seminal book – The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail – he argued that even GOOD companies failed because they could not come to terms with market and technological changes happening in their industry. Good, existing companies were so caught up with incremental innovations – what he called sustaining innovations – that they failed to read the disruption happening in their markets. And that is why many companies, that were at the top of the heap for a few decades, just faded away.

In this talk, Professor Christensen explains the concept of Disruptive Innovation. All marketers should really know about it.

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