When talking about disruptive innovation it is very important to pay attention to the concepts that are used, because they can actually affect the success of a product strategy.
In other words, to develop an effective Disruptive innovation it is first necessary to disruptively innovate the paradigm of Business itself (the Fundamental Principles).
Value chain is, in fact,
a concept related to the pre-disruption Market.
It means a series of designers, producers and distributors, each of which adds a certain value to a product.
This concept is obsolete for at least two reasons:
● the process is linear, while today it is necessary to develop network processes (in order to obtain the product flexibility required by the market today).
● the participation of the Customer in the process is lacking: without this quality the process cannot develop products that respond to the new Demand, which is in many respects flexible and hidden.
The Value Web: new non-linear form of value development
Value Chain replacement with Value Web takes place thanks to:
● the digitalization of Design / Production / Distribution systems, thanks to which it is possible to manage logistics in an extremely flexible manner,
● from the Apps, which allow Customers to participate in the product development process.
That is today it is possible to operate – thanks to the level of “digitalisation distribution” achieved today – in
a Connected eco-system
that integrates every possible
professional operator and every Customer.