Christensen's Theory of Disruption

Christensen’s Theory of Disruption describes how new, often smaller and less initially impressive, companies can eventually displace established market leaders. These disruptors typically enter markets by offering simpler, more affordable, or more convenient products or services, targeting overlooked or underserved customers. Over time, they improve quality and performance, gradually capturing larger market shares. Established companies often struggle to respond because they focus on existing customers and higher profit segments, allowing disruptors to reshape industries and redefine customer expectations.