The real innovation is Disruptive & Sustainable Innovation.
Sustainability and disruptivity are both qualities of the next generation of successful products.
a disruptive product to be successful must also be sustainable.
We must consider that
● Disruptive is the side effect of innovation. [ see A mistake: the negative interpretation of the term Disruption ]
● Sustainable is a product quality.
It must be taken into account that the great Firms of the Market are not able to develop real disruptive & sustainable innovation