Sustaining innovations are those that overturn markets by providing an altogether new approach to meeting customer needs.

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Sustaining innovations are those that extend sales in an existing market, usually by enabling new products or services to be sold at higher margins. Such innovations may include either incremental or radical innovations. Disruptive innovations are those that overturn markets by providing an altogether new approach to meeting customer needs.

Sustaining Innovations Are Those That Overturn Markets by Providing an Altogether