Beyond Disruption

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Disruption has long been the focus of innovation theory, often leading to job losses and industry upheaval. This perspective may overlook more constructive opportunities for growth. Drawing on three decades of research, the authors introduce a transformative approach called nondisruptive creation, which emphasizes innovation without the destructive consequences of traditional disruption. This concept expands the understanding of innovation by promoting strategies that foster growth while benefiting society. The authors illustrate the advantages of nondisruptive creation through diverse examples and provide a practical framework for implementing this approach. Readers will learn why nondisruptive creation is crucial for the future, how to develop innovation strategies that prioritize it, and how to identify and act on nondisruptive opportunities. The book encourages companies to pursue growth and innovation in ways that harmonize business objectives with societal well-being. With its rich research and groundbreaking insights, this work serves as an essential guide for the next generation of innovators aiming to achieve success while contributing positively to the world.