Power of Destructive Innovation and Evolution: Shifts in the Customer Value System

Abstract

The study contributes to simplifying the idea of innovation and its effect on evolution. That ultimately led to change in the customer value system. “Clayton Christensen, a professor at Harvard Business School'', developed the phrase "disruptive innovation". According to Christensen, Disruptive innovation is "a mechanism that occurs when a service or a product refers to a process in basic applications at the bottom of a marketplace and then ruthlessly rises up industry, possibly replacing established rivals. “Disruptive innovation” has been a feature of the corporate sector, especially as technology increases. Mobile phones, for example, started affecting telephone service and telecommunications companies’ years ago. Nevertheless, the emerging enterprises are affected by the disrupting innovations, and this sector is increasing and changing at an incredible pace. According to recent research, among the most significant elements influencing consumer value is innovation. Nevertheless, there has been relatively little detailed examination on these topics. The imminent threat and potential in the "disruption of technology" rests in the change of employee and consumer behaviour, attitudes, and objectives. Businesses experience a conundrum when they spend budgets and resources in conventional technologies and operational approaches (business as normal) vs the unpredictability regarding how those expenditures match well, or do not correspond with industry and behaviour developments.