Disruptive Innovation in Nutrition: Nutrigenomics is Your Next Successful Lifestyle Business

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Disruptive Innovation in Nutrition: Nutrigenomics is Your Next Successful Lifestyle Business

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Disruptive innovation is a radical improvement in an existing product or service which requires people to change their current mindset in order to adopt it. A classic example of disruptive innovation is the cell phone. It was not only a better telephone, but it provided a whole new way to communicate. Therefore people had to adapt to the new way of communication because the old way was no longer efficient or effective.

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Disruptive Innovation in Nutrition: Nutrigenomics is Your Next Successful Lifestyle Business

Disruptive innovation is a concept coined by Clayton Christensen that talks about how a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up the market, eventually displacing established competitors. The terms disruptive innovation and low-end disruption are used to describe the same phenomenon, the latter emphasizing the company’s selection of a low-end market segment to enter. The term disruptive innovation is often used in relation to new technologies or products that can change a market and topple established companies. A recent example of disruptive innovation is the rise of ride-sharing apps like Uber. Uber started out in 2009 as a luxury car service that people used to get from point A to point B. However, Uber didn’t stop there, they kept advancing in technology to the point where they have a service that allows you to request a ride from a driver in your exact location through a smartphone app. Low-end disruption is the process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up the market, eventually displacing established competitors.

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