In order to develop the new Value required by the New Demand it is necessary to develop Disruptive Innovation both in the Company (mindset and structures) and in the Product.
The problem is that big Companies are intrinsically incapable of innovating themselves <see The Company Immune System: why the big Companies cannot develop real innovation>
We must consider that
1) there is a deep conflict between the two types of Business model, ● pre disruptive-innovation and ● the new Model (disrutpive) <see Business problems: the difference between original and current marketing >
2) the disruption of the Market (disruptive innovation) is not an option: the needs of Customers have changed and those who do not adapt and out of the market <see A phase of radical changes (Key of Changes #1) >
In the real scenario, pre-disruptions Business model cannot be protected because the customers buy less and less products that derive from it. These business models are “naturally” extinguished.
It is therefore necessary to be able to develop new types of Value required by the current Market <see A new type of value >
In reality the big Companies can still live for a few years with the old business models, but they should begin to adapt to the new market phase, since in the current scenario the non-disruptive products (“old business model”) no longer sell because they do not create attractive value for customers.