INSEAD strategy professor Renée Mauborgne introduces 'non-disruptive creation,' emphasizing the potential for creating new markets that do not harm jobs or communities.
Mauborgne highlights Square’s success in enabling mobile credit card transactions as a clear example of creating new market opportunities without displacing existing businesses.
She elaborates on the operational advantages of non-disruptive creation and provides insights on identifying and assessing non-disruptive market opportunities.
Mauborgne's discussion suggests that innovation can be framed beyond disruption, encouraging entrepreneurs to explore avenues that foster growth without negative consequences.
#disruptive-innovation #non-disruptive-creation #market-opportunities #entrepreneurship #business-strategy
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