Category disruption involves breaking traditional rules and innovating to alter the status quo. The disruption of established product or service categories is often driven by so-called ‘challenger’ brands that focus on human-centric innovation. Disruption...
What we know about category disruption
Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).
