A disruptive innovation appeals to less demanding customers who are seeking more convenient, less expensive solutions.

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Disruptive innovations are those that overturn markets by providing an altogether new approach to meeting customer needs. The features of a disruptive innovation make it somewhat counterintuitive. Disruptive innovations appeal to less demanding customers who are seeking more convenient, less expensive solutions; they are technologically simpler and less sophisticated than currently available products or services; and they take time to take effect and only become disruptive once they have taken root in a new market or low-end part of an existing market.

A Disruptive Innovation Appeals to Less Demanding Customers Who Are