Ending Status Quo: The Path and Process of Disruptive Marketing

Ending Status Quo: The Path and Process of Disruptive Marketing
By:"Neeraj Singh Rathore"
Published on 2017-11-16 by Notion Press

Every once in a while, there emerges a concept or idea which is so effective, that it immediately becomes part of the zeitgeist. The concept of Disruptive Innovation is one such. Invented by Clayton Christensen, of Harvard Business School, the term describes innovations that create new markets by discovering new categories of customers. They do this partly by harnessing new technologies but also by developing new business models and exploiting old technologies in new ways. This book details the idea and studies the different paths and patterns of business disruption through various media. It offers some real-time studies and examples to guide you through the process, as the author outlays how the concept has worked for various popular companies and businesses around the world — and at the same time — also enlightening the reader on how some of the world’s biggest names, both established businesses and in the start-up space, are using this process to further and maintain their position in the market.

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