The Market innovation required today is Disruptive Innovation.
Competitive advantage of the Product is no longer in improving the current types of products, but in radically new products, “New thing”.
Today there are a lot of misunderstanding about Disruptive Innovation. Misunderstanding that lead to the failure of the strategies of most big players <see Why does innovation fail today?> <see The basic misunderstanding on Real (Disruptive) Innovation>
See also the .COMPARATIVE TABLE of Keypoints of Disrutpive / Sustaining Innovation that is a summary table of the keypoints of the two different forms of innovation, with which it is possible to assess which forms of innovation (Disruptive / Sustaining) are present in every business.
See other documents integrated in the “Guidelines for an analsysis of Business innovation” system