Innovation Disruptive
(Christensen)

Centre de Connaissances

Qu'est-ce que l'Innovation Disruptive ? Description

Le Modèle disruptif (de rupture) d'innovation de Clayton Christensen est une théorie qui peut être employée pour décrire l'impact des nouvelles technologies (changement révolutionnaire) sur l'existence d'une entreprise. Clayton Christensen a inventé pour la première fois l'expression de « Technologies disruptives » en 1997, dans son livre « Le dilemme de l'innovateur : Quand les Nouvelles Technologies font chuter de grandes entreprises ».
Il a démontré que maintes et maintes fois presque toutes les organisations qui sont "mortes" ou ont été déplacées de leurs industries (en raison d'un nouveau paradigme d'offre client) auraient pu voir venir la rupture, mais n'ont rien fait jusqu'à ce qu'il ait été trop tard.

En faisant ce que les bonnes compagnies sont censées faire - approvisionner leurs clients les plus profitables et concentrer les investissements là où les marges bénéficiaires sont les plus attrayantes - les leaders établis de l'industrie sont dans une logique d'innovations soutenues, elles laissent la voie libre pour que les technologies disruptives les enterrent. Ceci se produit parce que les procédés de répartition de ressource des entreprises établies sont conçus pour maximiser la rentabilité par des innovations soutenues, ce qui impliquent essentiellement de concevoir des "souricières" de plus en plus efficaces pour des clients existants ou des segments de marché bien établis. Quand émerge des innovations disruptives (en général meilleur marché, de nouvelles versions de produits existants plus simple à utiliser ciblant le segment bas du marché ou des clients entièrement nouveaux), les entreprises établies sont paralysées. Elles sont presque toujours motivées à cibler le segment haut du marché plutôt que de défendre ces nouveaux marchés ou le segment bas du marché, et finalement l'innovation disruptive améliore, vole plus de part de marché, et remplace le produit dominant.

Types d'innovation

Les entreprises ont deux options différentes quand elles cherchent à développer de nouvelles opportunités d'activités et de croissance. Elles peuvent essayer de prendre le marché existant d'un concurrent indélogeable avec des innovations soutenues. Ou elles peuvent essayer de prendre sur un concurrent avec des innovations disruptives pour créer de nouveaux marchés ou prendre racine parmi les plus mauvais anciens clients.

Il y a deux types distincts d'Innovations Disruptives. Le premier type crée un marché en visant des non-consommateurs. La seconde concurrence dans l'extrémité basse d'un marché établi.
 

Origine du Modèle disruptif d'innovation. Histoire

La recherche et les études de Christensen à Harvard.

Utilisation de la méthode d'Innovation Disruptive. Applications

• Toutes sortes d'entreprises - comme elles peuvent être affectées par l'innovation/changement technologique.

Étapes dans l'Innovation Disruptive. Processus

• Le modèle montre que, à mesure que la performance exigée par les clients d'un marché existant s'accroît au cours du temps, ainsi le fait la performance fournie dans un paradigme technologique. Souvent l'amélioration de performance fournie a une trajectoire différente de la trajectoire de l'amélioration de performance exigée par les clients (voyez la figure). Quand les pentes de trajectoire diffèrent, et la performance fournie excède la performance exigée, les nouvelles technologies qui étaient seulement performance concurrentielle dans les créneaux à distance peuvent émigrer dans d'autres réseaux de client. Ceci fournit à des innovateurs un véhicule pour de nouveaux clients, qui auraient précédemment regardé leurs offres comme de qualité inférieures ; et leur permet d'offrir a des marchés courant bien établi un nouvel ensemble d'attributs de valeur de performance qui sont maintenant plus appropriés que le paradigme courant.
• La rupture et la banalisation vont réellement de pair. Une entreprise qui surpasse les besoins, simplement ne peut pas gagner (une société qui améliore un produit au point qu'il est trop élaboré pour que les clients les utilisent et paie une prime). Où la situation de Rupture (Disruptive) lui prendra ses marchés, ou celle de Banalisation lui prendra ses bénéfices. Tandis que les nouvelles vagues de Rupture (Disruptive) balayent une industrie, l'endroit où l'argent ira se déplacera au travers de la chaîne de la valeur au cours du temps. Tandis que ceci se produit, les entreprises qui se positionnent à un point dans la chaîne de la valeur où la performance n'est pas encore suffisante capteront la rentabilité.

Limites de l'Innovation Disruptive. Inconvénients

• L'Innovation Disruptive exige un processus de stratégie bien distinct. Ce processus doit être émergent et concentré sur des opportunités imprévues, des problèmes et des succès, plutôt que visé et concentré sur une compréhension améliorée de ce qui fonctionne ou pas.
• Au lieu de concevoir les produits et les services qui adressent le comportement courant des clients courants, les buts (finalités) sous-jacents des personnes devraient alimenter la conception (design) des innovations. La compréhension de ce qu'est le besoin réel des personnes est cependant loin d'être facile.
• Les entreprises disruptives ne peuvent pas réaliser de gros bénéfices très rapidement, dû à leur nature (adressant de nouveaux marchés, ou adressant le segment bas de marchés existants). Les spécialistes du capital-risque sont de plus en plus impatients à ce que les activités d'entreprises fournissent des rentabilités.

Hypothèses de l'Innovation Disruptive. Conditions

Les entreprises risquent la mort pour ignorer dans leurs décisions les technologies qui ne semblent pas satisfaire les besoins des clients, comme celles-ci deviennent mortelles quand la trajectoire de deux paradigmatiques des progrès interagissent.

Livre : Clayton M. Christensen - The Innovator's Dilemma -

Livre : Clayton M. Christensen - The Innovator's Solution -

Livre : Clayton M. Christensen - Seeing What's Next  -

Forum Nouveau Sujet Forum sur Innovation Disruptive. 🔥 NOUVEAU L'innovation Disruptive est à la fois Encourageante et Déstabilisante Je trouve que la technologie disruptive est à la fois encourageante et déstabilisante. Elle permet à certaines entrepris (...) 3   0 réactions Disruptive Change and HR Innovation is necessary and mandatory for a firm to be competitive in the current operating business environment. Howev (...) 14   1 réactions WHAT is Being Innovated? The 4 Ps of Innovation There are actually 4 things or objects that one can innovate: 9   0 réactions Timing is Important to Make an Innovative Idea Disruptive America had to be discovered more than once, until it really had been discovered. The Apple Newton was a superior answer (...) 8   10 réactions Leadership and Taking Action Don't forget the important point of taking action after all the theorising! 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IPTV is probably and most likely a disruptive technology, but more important, is it feasible to (...) 5   0 réactions Disruptive Innovation and Public Sector Organisations This model appears to describe the potential life cycle of a firm in market economies where profit maximisation is the g (...) 4   9 réactions Paradigmatic Changes Require Re-orientation of Ones World Views So often there are changes which are semantic. My view is that paradigmatic changes require re-orientation of ones worl (...) 4   1 réactions Is Value Innovation Disruptive Innovation? Should value innovation, the corner stone of Blue Ocean Strategy be considered disruptive innovation? (...) 4   7 réactions Blue/Innovate and Red/Disrupt An interesting exercise is to work through a product's feature set using both the Strategy Map of "Blue Ocean Strategy" (...) 4   0 réactions Comparison Disruptive Innovation versus Blue Ocean Strategy Is Disruptive Innovation a liitle more detail of Blue Ocean Strategy?? If not whats the difference between the two? (...) 4   3 réactions Leadership Skills / Approaches for Successful Innovation Innovation leadership requires other approaches than general leadership for the core business. Furr and Dyer (2014) outl (...) 4   34 réactions A Disruptive Innovation Questions what we Don't Know It's hard to change. This holds for organisations and people. A disruptive innovation questions what we know and exposes (...) 4   0 réactions Disruptive Innovation: What Causes the Creative Leap? What causes the difference in magnitude of creative leap? One may create a quantum leap, but other innovations may not b (...) 4   16 réactions The Resources-Processes-Values (RPV) Framework The resources-processes-values (RPV) framework is a useful tool to understand why big companies fail in responding to di (...) 4   1 réactions The Word 'Disruptive' in Disruptive Innovation I wonder if the term 'disruptive' is in fact the appropriate word. If it's agreed that it means: unexpected, large scal (...) 3   2 réactions Better Input from Consumers Needed for Disruptive Innovation Technological innovations bring positivity, a better quality of life. But have they considered those without access to n (...) 3   2 réactions What is Disruptive Innovation Exactly? Definition A "definition" of Disruptive Innovation that's frequently quoted is one which is located on Christensen's website. It re (...) 3   5 réactions Are Clayton Christensen’s Disruptive Innovation Characteristics Useful in Practice? A recent write up published in MIT Sloan Management Review concludes that Disruptive Innovation theory is "not very usef (...) 3   0 réactions Leapfrogging Technologies by Developing Countries Leapfrogging is a way for developing countries to benefit from earlier skills and advancements of the developed world by (...) 3   0 réactions Is Disruptive Innovation Radical? 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Meilleures Pratiques Inscrivez-vous Les sujets les mieux notés sur Innovation Disruptive. Vous trouverez ici les idées les plus précieuses et des suggestions pratiques. Innovation Strategy: The Three Horizons of Growth (McKinsey) One of ways of thinking about innovation strategy is to use the 3 Horizons of Growth developed by Steve Coley at McKinse (...) 57   52 réactions Disruptive versus Incremental Innovation Typically, Incremental Innovation exploits existing forms or technologies... Improves upon something that already exists (...) 27   13 réactions Disruptive Innovation: Product versus Platform DISRUPTIVE PLATFORMS often have a bigger impact than disruptive products. Some examples: Uber owns no vehicle, but (...) 25   14 réactions The Jobs to be Done Approach (JTBD) and Disruptive Innovation BACKGROUND The theory of disruptive innovation helps companies navigate threats coming from their external environment. (...) 23   10 réactions Strategic Options for Old-Technology Firms What should be the strategic response of old-technology firms when a promising new technology shows up? Typically firms (...) 22   7 réactions Impact of the New Technology Our countries are not concerned by this issue because not developed. We are only getting negative impacts due to this te (...) 20   1 réactions Tips for Innovation Strategy As a part of corporate success factor development process, we have found a need to build up an "Innovation Strategy". Ca (...) 20   10 réactions Typical Disruptive Technologies It is important that business and policy leaders understand which technologies might matter to them and prepare accordin (...) 16   0 réactions How to Develop Disruptive Innovation Skills? I believe disruptive innovation skills can be mostly taught. Beyond the associative skills which is cognitive, the othe (...) 15   4 réactions Diversity of Perspective is Key to Disruptive Innovation “All new ideas are combinations of old ideas, but not all idea combinations are created equal,” writes Frans Johannsen. (...) 14   9 réactions How to Find Innovative Ideas? From Analogous Markets... When trying to find innovative ideas for your organization, several studies have revealed that it is highly valuable to (...) 11   3 réactions How to Sustain Disruptive Innovation? After gaining entry into some (new) market segment through disruptive innovation, how do you SUSTAIN your position and g (...) 10   26 réactions Ways to Incorporate Disruptive Innovation as Part of the Management Agenda A few days ago I was in a conversation with Adam Hartung, who observed brand managers are constrained, as a matter of pr (...) 7   14 réactions Is Cirque du Soleil the iPhone or the Seiko of Circus? An article about the Cirque du Soleil I recently read made me wonder whether we should think of Cirque du Soleil as the (...) 7   6 réactions The Hybrid Innovation Approach to Manage Technological Disruptions Companies need to carefully think about the timing and way to adopt technological disruptions. Adopting technological di (...) 5   5 réactions

Conseils d'Experts Inscrivez-vous Idées avancées sur Disruptive Innovation (Anglais). Vous trouverez ici des conseils professionnels d'experts. Innovation Pitfalls Avoiding Innovation Traps Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006): 1. S (...) How Can Incumbents Respond to Disruptors? 5 Strategic Options in Reaction to Disruptors In recent years, the challenges to incumbent majors across industries have come mainly from low-cost competitors and fr (...) How to Find Good Product Ideas? List of 10 Approaches Discovering New-Product Ideas, Creative Approaches In his book “Product Leadership: Creating and Launching Superior New Products”, Robert Cooper suggests following ten way (...) Challenging the Existing Strategic Logic Finding New Markets A tool by Kim and Mauborgne is the "Four Actions Framework". This Four Actions Framework can be used to challenge the ex (...) The Simple-Cheap-Convenient Approach Addressing the Unmet Needs of Customers Based on Christensen’s model of disruptive innovation, Norton and Pine argue that experience innovation can effectively (...) Distinguish Disruptive Technology Innovation From Disruptive Marketing Innovation! 2 Distinct Capabilities... It is necessary to distinguish between disruptive technology innovation and disruptive marketing innovation, since ther (...) How to Detect Consumer Needs that are Unmet? Product Innovation, New Product Development, Innovation Strategy In their article New Business Models in Emerging Markets" (Harvard Business Review, January-February 2011), Matthew J. E (...) Key Challenges of Internet Age for Management and for Product and Service Development R&D, Product Development, Service Development, Strategy, Marketing, Innovation, Visioning The Internet age represents a huge challenge for most businesses. Why? Because the Internet, wireless devices such as m (...) Recent Innovation Trends | New Innovation Types Open innovation, User Innovation, Value Innovation, Bottom-up Innovation Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the las (...) How to Think Differently in Innovation? How to Be Innovative, Innovative Thinking Strategy is always related with risk, due to market volatility. Also today´s volatility is increasing very fast. So inno (...) How to Lead an Innovation Team Best Practices, Innovation Team Management In order to become a great innovation team leader, Ram Charan suggests in the article "P&G's Innovation Culture" (strate (...) Innovating by Reconsidering Value Delivery Fundamental Innovation When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of (...) Creating Organizations to Produce Breakthrough Innovations Best Practices, Critical Factors, Creating an Organization to lead Radical Innovation Since 50 years, the Pentagon’s Defense Advanced Research Projects Agency (DARPA) has been very successful in producing a (...) How to Design Experiments to Support Decision-making on Strategic Innovations Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide info (...) Classes of Innovation | Sources of Innovation Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy TWO CLASSES OF INNOVATION Innovation can be triggered or enabled by two broad classes: KNOWLEDGE PUSH: Innovation trig (...) Why Large Firms are Having Difficulties to Deal with Disruptive Innovations Innovation Management Christensen explains why many firms, especially large firms, have trouble with adapting and thus with surviving when dea (...) Big-Bang Disruption Technological Innovation BBD is a term coined by Accenture gurus Larry Drownes and Paul F. Numes. Technological innovation lately started out fr (...) What Makes a Company Innovative? Innovation Best Practices, R&D Best Practices, Corporate Innovation A futurethink 2006 Innovation Tracker Survey mentions: - Ability to create a climate that continuously fosters innovat (...) Three Critical Capabilities in Developing a Strategic Corporate Disruptive Innovation Competence (Disruptive) Innovation Competence, Strategic Innovation Capability, Corporate Strategy, Innovation Leadership Skarzynski and Rufat-Latre (2011) discovered that the successes of disruptive innovators are driven by 3 critical capabi (...) Predecessor of Christensen Technology-driven Change Theory The theory of Disruptive Innovation was actually not created by Christensen. It was described by Thomas Hugues, MIT Pres (...) How BOP Countries Can Disrupt Western Markets Disruptive Innovation, Bottom of the Pyramid, Country-level Strategy After the Second World War, Japan started to develop fast as a result of their disruptive innovation strategy. This disr (...) Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation Today, organizations are increasingly developing and designing new and complex products or systems. In other words, the (...) Misunderstandings on the Concept of Disruptive Innovations Technology Innovation In their paper “A Reflective Review of Disruptive Innovation Theory”, the authors mention three misunderstandings on the (...) Why Some Technology Revolutions Take Off and Others Don't Adoption of New Technologies Back in 1962, Thomas Kuhn wrote “Structure of Scientific Revolutions”, in which he suggested that the entrenched interes (...) Geographic Dimension to Explain Disruptive Innovation in Emerging Countries Disruptive Innovation in Emerging Countries In the past, it was generally thought that the Western countries were the main sources of innovation while developing co (...)

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Comparez avec :  Cycle de Vie de Produit  |  Douze Principes de l'Economie en Réseau  |  Modèle de Diffusion de Bass  |  Dix Ecoles de la Pensée  |  Stratégie Océan Bleu  |  Positionnement  |  Courbe d'Adoption de l'Innovation  |  Marketing Mix  |  Oubliez Empruntez Apprenez  |  Trajectoires de Changement d'Industrie  |  Co-Création  |  Définition Tridimensionnelle des Activités

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