Omvälvande Innovation (Disruptive Innovation) (Christensen)

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Vad är Disruptive/Omvälvande Innovation? Beskrivning

Disruptive Innovation modellen från Clayton Christensen är en teori som kan användas för att beskriva effekten av nya teknologier (omvälvande förändring) på ett företags existens. Clayton Christensen först myntade för formuleringen ”omvälvande teknologier” år 1997, i hans bok ”Innovatörens Dilemma: När nya teknologier orsakar att stora företag misslyckas”.
Han visade att  tiden och igen nästan alla de organisationer, som hade ”gått under” eller blivit ersatta från deras industrier (på grund av ett nytt paradigm av kunderbjudande) kunde se den kommande omvälvningen men gjorde ingenting förrän det var för sent.

Genom att göra vad goda företag förväntas att de skall göra - serva deras mest lönsamma kunder och fokusera investeringar där vinstmarginalerna är attraktivast - etablerade industriledare är på vägen av vidmakthållande innovationer och att lämna sig öppna för att omvälvande teknologier ska begrava dem. Detta händer, därför att processer för resurstilldelningen i etablerade företag planläggs för att maximera vinster med hjälp av sammanhållande innovationer som i grunden innebär designa bättre och bättre musfällor för de existerande kunder eller beprövade marknadssegmenten. När Omvälvande Innovationer (typiskt billigare, enkelare att använda versioner av existerande produkter med målgruppen med lägre pris eller helt nya kunder), dyker upp, blir de etablerade företagen paralyserade. De motiveras nästan alltid för att gå upp-marknadgruppsnivå/-segment i stället för att försvara dessa nya eller låg pris marknader och slutligen den omvälvande innovationen förbättrar, stjäler mer marknadsandel och byter ut den regerande produkten.

Typer av innovation

Företag har två grundläggande val när de försöker att bygga nya-tillväxt affärer. De kan försöka att ta en existerande marknad från en innvarande konkurrent med vidmakthållande innovationer. Eller de kan försöka att ta över en konkurrent med hjälp av omvälvande innovationer som endera skapar nya marknader eller får rötter bland den innevarande konkurrentens värsta kunder.

Det finns två distinkta typer av omvälvande innovationer. Den första typen skapar en ny marknad genom att fokusering icke-konsumenter.  konkurrerar inom det lågt pris segmentet  på en etablerad marknad.
 

Ursprung till Disruptive/omvälvande Innovation modell. Historia

Christensen forskning och studier på Harvard.

Användning av  Disruptive/omvälvande Innovation metod. Användningsområden

• Alla sorter av företag -  de som kan få effekt av teknologi innovation/-förändring.

De olika Stegen i Disruptive/Omvälvande Innovation. Processen

• Modellen visar att, den prestationen som begärs av kunderna på en existerande marknad ökar över tiden, så gör också prestationen att man inom ett teknologiskt paradigm. Vanligt är att den prestationsförbättring som tillhandahålls har en annan bana än den bana av prestationsförbättring som är begärd av kunderna (se bild). När banans lutning skiljer sig åt och den erhållna prestationen överskrider den begärda prestationen, nya teknologier som endast var konkurrenskraftig på prestationen inom avlägsna marknadnischer, kanske kan migrera över in i andra kundnätverk. Detta erbjuder innovatörer ett medel till att nå nya kunder, som tidigare hade betraktat deras erbjudande som undermåligt; och detta möjliggör för dem att erbjuda etablerade kärnmarknader en ny uppsättning av prestationsvärdesattribut, som nu är  ännu mer relevanta än det nuvarande paradigmet.
• Omvälvning och kommersialisering går faktiskt hand - i - hand. Ett företag, som skjuter över målet kan helt enkelt inte segra (ett företag som förbättrar en produkt till en nivå där den är mer än gott nog för kunder att använda och betala en högre pris för). Antingen så kommer omvälvningen att ta dess marknader eller så kommer kommersialiseringen ta dess vinster. Medans nya vågor av omvälvming sköljer över en industri, så kommer platsen där pengarna finns att skifta tvärsöver värdekedjan med tiden. Medans detta händer, så kommer de företag som placerar sig på ett område i värdekedjan där prestationen ännu inte är tillräckligt bra så kommera de att lyckas erövra vinsten.

Begränsningar med Disruptive Innovation. Nackdelar

• Disruptive Innovation kräver en särskild strategiprocess. Denna process måste vara frambrytande och fokuserad på oförväntadmöjligheter, problem och framgångar, i stället för påtänkt och fokuserad på förbättrad förståelse av vilka arbeten och vad inte.
• I stället för att designa och konstruera produkter och tjänster som vänder sig till nuvarande beteende och  nuvarande kunder, de bakomliggande behoven hos personer bör stötta designen av innovationer. Förståelse för vad personerna egentligen har för behov är emellertid långtifrån lätt.
• Omvälvande affärer kan inte uppnå stora vinster speciellt snabbt , tack vare deras sätt att vara på (att fokusera på nya marknader eller på  lågpris segmenten  på de redanexisterande marknaderna). Riskkapitalister är ökat otåliga för att företagen skall leverera vinster.

Antaganden med Disruptive/omvälvande Innovation. Villkor

Företagen riskerar dess fortlevnad med beslut om att ignorera teknologier som inte verkar att vända sig till deras kunders behov, som kan bli livshotande när två paradigmatiska banor framskrider i växelverkan.

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

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

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

Forum Nytt Ämne Forum om Omvälvande Innovation. Disruptive Change and HR Innovation is necessary and mandatory for a firm to be competitive in the current operating business environment. Howev (...) 14   1 kommentarer WHAT is Being Innovated? The 4 Ps of Innovation There are actually 4 things or objects that one can innovate: 9   0 kommentarer 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 kommentarer Leadership and Taking Action Don't forget the important point of taking action after all the theorising! Sometimes I think it's more down to the lead (...) 8   0 kommentarer Asymmetric Innovation Asymmetric Innovation = Asymmetric Situation + Customer Value. Asymmetric Situation is a resulting none-direct-competit (...) 7   0 kommentarer Innovation Ideas in Economic Slowdowns Innovation has always been the hallmark of doing good business. A lot of products that we enjoy today that were develope (...) 6   4 kommentarer Disruptive Innovation or Improved Technology? Disruptive innovation is only a means of improving existing products as it creates new, better and unexpected sets of va (...) 5   2 kommentarer Slow Innovation: PROs, CONs and Tips When we talk about innovation, we often associate it with disruptive innovation efforts / large-scale processes that cha (...) 5   0 kommentarer Business Model Innovation Dear all fans of Clay! IPTV is probably and most likely a disruptive technology, but more important, is it feasible to (...) 5   0 kommentarer 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 kommentarer 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 kommentarer Is Value Innovation Disruptive Innovation? Should value innovation, the corner stone of Blue Ocean Strategy be considered disruptive innovation? (...) 4   7 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer Is Disruptive Innovation Radical? Disruptive Innovation is often incorrectly described as a radical rather than incremental change in technology. In fact, (...) 2   6 kommentarer Distinguishing Three Types of Innovation Christensen (2014) argues that investing in different types of innovation will influence markets and firms in different (...) 2   2 kommentarer Breakthrough versus Disruptive Innovation Breakthrough versus Disruptive Innovation - what's the difference? Is there a difference, necessarily? (...) 1   1 kommentarer

Best Practices Bli Medlem Topprankade ämnen om Omvälvande Innovation. Här hittar du de mest värdefulla idéerna och praktiska förslagen. 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 kommentarer Disruptive versus Incremental Innovation Typically, Incremental Innovation exploits existing forms or technologies... Improves upon something that already exists (...) 27   13 kommentarer Disruptive Innovation: Product versus Platform DISRUPTIVE PLATFORMS often have a bigger impact than disruptive products. Some examples: Uber owns no vehicle, but (...) 25   14 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer Typical Disruptive Technologies It is important that business and policy leaders understand which technologies might matter to them and prepare accordin (...) 16   0 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer

Experttips Bli Medlem Avancerad insikt om Disruptive Innovation (Engelsk). Här hittar du professionella råd från experter. 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 (...) 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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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