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Incumbents focus on sustaining innovations, neglecting disruptive threats from "summary" of The Innovator's Dilemma by Clayton M. Christensen
Incumbents in established companies often become preoccupied with sustaining innovations that cater to their existing customers and improve their current products or services. This focus on incremental improvements is a natural response to the demands of the market and the expectations of shareholders. These sustaining innovations help companies maintain their competitive edge and solidify their position in the market. However, this intense focus on sustaining innovations can blind incumbents to disruptive threats that may arise from seemingly inferior products or services entering the market. Disruptive innovations often target underserved or overlooked customer segments with simpler, more affordable solutions that may initially seem inferior to the existing offerings of established companies. These disruptive threats may not be perceived as a significant challenge at first, as they do not appeal to the mainstream customers that incumbents typically target with their sustaining innovations. As a result, incumbents may dismiss or neglect these disruptive threats, believing that their current products and strategies are sufficient to addre...
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