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Management article
Reference no. SMR60312
Published by:
MIT Sloan School of Management (2019)
Revision date:
in "MIT Sloan Management Review"
11 pages


Many people have come to view disruption as a synonym for innovation. This single-minded focus leads companies to overlook an alternative path to growth: the non-disruptive creation of brand-new markets where none existed before. It's time to embrace the idea that companies can create without destroying - and expand the conversation about the problems they can solve and the opportunities they can seize.

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