The New Retail Brand Frontier: Disruptive Innovation

At a broad level, three distinct forms of disruptive innovation impact our world today:

• high-quality innovation;
• low-end disruptive innovation; and
• new market creation.

High-quality innovators focus on meeting the demand for higher-quality products, services and experiences from consumers willing to pay more for the improvements. Disney, for example, has pulled customers away from existing competitors by offering superior content and a higher-quality experience (at a higher price).