The New Retail Brand Frontier: Disruptive Innovation

The disruptive innovation of e-commerce presents the biggest challenge to traditional retailers. No company exemplifies the power of this threat more than Amazon, which first disrupted the bookselling market when it launched in 1995, and continues to transform the way people shop today.

Amazon is that rare company that's managed to deploy all three forms of disruptive innovation. First, from the outset, Amazon has consistently beaten its competitors on price and convenience (low-end disruptive innovation). Without the overhead costs of brick-and-mortar stores, Amazon can sell the same goods at a lower price, and deliver them right to consumers' doors.