What we know about category disruption

Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Category disruption involves breaking traditional rules and innovating to alter the status quo. The disruption of established product or service categories is often driven by so-called ‘challenger’ brands that focus on human-centric innovation. Being

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