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 Forumdiskussioner om Omvälvande Innovation. Nedan kan du ställa en fråga om det här ämnet, dela dina erfarenheter, rapportera en ny utveckling eller förklara något. 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 McKinsey. The framework provides a useful mold to formulate an organization's product ... 58   58 kommentarer Disruptive versus Incremental Innovation Typically, Incremental Innovation exploits existing forms or technologies... Improves upon something that already exists or reconfigures an existing form or technology to serve some other purpose... I... 27   14 kommentarer How can Incumbents (Established Corporates) Respond to Disruptors? The challenges to incumbent majors across industries have come mainly from low-cost competitors and from dotcoms (e.g. british Airways and KLM versus EasyJet and Ryanair, Merrill Lynch versus Charles ... 15   5 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 to a question that people did not bother at that time. Likewise, Kodak invente... 15   10 kommentarer WHAT is Being Innovated? The 4 Ps of Innovation There are actually 4 things or objects that one can innovate: PR... 14   Is Disruptive Innovation Radical? is it a Breakthrough? Disruptive Innovation is often incorrectly described as a radical rather than incremental change in technology. In fact, one of the fundamental elements of Christensen's work was to illustrate that ma... 11   7 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 be that significant. Is there a process to manifest and channelize creative energ... 10   16 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 developed by major corporations started out as innovative ideas. Numerous small business... 9   4 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 scale, sudden, different approach innovation or large unexpected / clever changes to... 6   2 kommentarer The Six Ds of Exponential Technologies (Diamandis) The Six Ds of Exponentials is a framework developed by Peter Diamandis, a well-known entrepreneur, author, futurist, and the founder of the XPRIZE Foundation and Singularity University. The framework ... 6   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 reads: "DISRUPTIVE INNOVATION describes a process by which a product or service t... 6   5 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?... 5   3 kommentarer Slow Innovation: PROs, CONs and Tips When we talk about innovation, we often associate it with disruptive innovation efforts / large-scale processes that change an organization's business model or products quite radically. But, there is ... 5   Why is Disruptive Innovation Difficult? A disruptive innovation questions what we don't know. And it's hard to change our way of thinking. This holds for organizations and people. A disruptive innovation questions what we know and exposes t... 4   Is Value Innovation Equal to Disruptive Innovation? Should value innovation, the corner stone of Blue Ocean Strategy be considered disruptive innovation?... 4   7 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 goal. If public good is the goal as provided by public sector organisations then ... 4   9 kommentarer Innovation in Developing Countries (Leapfrogging) Leapfrogging is a way for developing countries to benefit from earlier skills and advancements of the developed world by skipping altogether a technological stage. For example, many developing countri... 4   Is Consumption Needed for Disruptive Innovation? Technological innovations bring positivity, a better quality of life. But have they considered those without access to normal technology, to achieve current level of innovation? A little prudence mus... 3   2 kommentarer Starta ett nytt ämne om Omvälvande Innovation

Best Practices De bästa, högst rankade ämnena om Omvälvande Innovation. Här hittar du de mest värdefulla idéerna och praktiska förslagen. 🥇 The Jobs to be Done Approach (JTBD) and Disruptive Innovation BACKGROUNDThe Theory of Disruptive Innovation helps companies capture opportunities and understand threats coming from their external environment. In particular for and from innovative entrepreneuri... 28   13 kommentarer 🥈 Disruptive Innovation: Product versus Platform DISRUPTIVE PLATFORMS often have a bigger impact than disruptive products. Some examples: Uber owns no vehicle, but is now the largest taxi company in the world. Alibaba has no inventory, but i... 25   14 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". Can anybody give good hints or examples of what to or not to take into considerati... 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 respond by either 1. Fighting the new technology, or 2. Trying to make a tran... 22   7 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. An HBR article by Johansson tells how Mick Pearce designed the Eastgate offic... 17   9 kommentarer List of Disruptive Technologies It is important that business and policy leaders understand which technologies might matter to them and prepare accordingly. But which technologies could drive truly massive economic transformations a... 16   How to Develop Disruptive Innovation Skills? I believe disruptive innovation skills can be mostly taught. Beyond the associative skills which is cognitive, the other behavioral skills required to be a true innovator are discovery skills - quest... 15   4 kommentarer Three Types of Innovation (Christensen) Christensen (2014) argues that investing in different types of innovation will influence markets and firms in different ways. Therefore it is important to make a distinction between the different type... 14   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 access expertise from outside your area of expertise. This is - according to Fra... 14   3 kommentarer Leadership Skills / Approaches for Successful Innovation Innovation leadership requires other approaches than general leadership for the core business. Furr and Dyer (2014) outline some unique leadership skills/approaches required for successful innovation:... 10   34 kommentarer How to Sustain Disruptive Innovation? After gaining entry into some (new) market segment through disruptive innovation, how do you SUSTAIN your position and growth... Does that require other cycles of disruptive innovation, or will regul... 10   26 kommentarer The Hybrid Innovation Approach to Technological Innovation Companies need to carefully think about the timing and way to adopt technological disruptions. Adopting technological disruption too late can squander competitive advantages, but adopting it too early... 8   5 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 practicality, to focusing exclusively on sustaining innovation. They normally don’... 7   14 kommentarer Examples of Disruptive Innovation An article about the Cirque du Soleil I recently read made me wonder whether we should think of Cirque du Soleil as the iPhone or the Seiko of Circus… Let's take a look first at the difference betw... 7   6 kommentarer

Experttips 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 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 ... 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... 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 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 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... 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 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... 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... 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... 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... 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... 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... 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 ... 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... 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... 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...

Informationskällor Olika informationskällor om Omvälvande Innovation. Här hittar du powerpoints, videor, nyheter etc. som du kan använda i dina egna föreläsningar och workshops. Asymmetric Innovation for Challengers and Latecomers Innovation by Challenger Firms, Latecomer Firms, Exploiting Weaknesses of Competitors Presentation by Chris Wu on asymmetric innovation. The core concept of his new book steps from Clayton's Innovator's Sol... Disruptive Technologies Emergence of Competition Ron Adner and Peter B. Zemsky formalize the phenomenon of disruptive technologies that initially serve isolated market n... Introduction to Innovation and Disruptive Technologies Innovation Management, Innovation Strategy This presentations is an introduction into the concepts of Innovations and Disruptive Technologies. The following sectio... Explained: How can Innovative Players Beat Large, Established Firms? Disruptive Innovation, Innovation Strategy, Competition, Innovators Dilemma, Market Segmentation, Sustaining Innovation How is it possible that small entrants with limited resources can successfully compete with large, established firms tha... Prof. Clay Christensen Explains Disruptive Innovation Innovation Strategy, Strategic Marketing, Research and Development, Strategic Vision According to Professor Clay Christensen, a "disruptive innovation" is NOT a breakthrough innovation that makes good prod... Design Thinking for Innovation Innovation, Entrepreneurship, Design Thinking, CSR, Social Entrepreneurship, Social Innovation This presentation is about design thinking and the connection to social entrepreneurship. The presentation includes the ... Disruptive Innovation: Why Market Leaders Fail Disruptive Innovation, Innovation Strategy, Strategic Innovation, Product Development, Disruptive Technology In this animated video Prof. Robert Perrons explains Prof. Clayton Christensen`s Theory of Disruptive Technologies and h... Strategic Innovation Leadership Leadership, Strategic Leadership, Innovation Management Presentation about Strategic Innovation Leadership that includes the following sections: 1. Strategic Innovation Leader... Distinctive vs. Dynamic Capabilities Inside-out Business Strategy In this presentation it is about Distinctive Capabilities and Dynamic Capabilities. Distinctive Capabilities are present... Disruptive Innovation Diagram Innovation Management Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ...

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