Good or bad, disruption has become a common business term that has threatened many traditional organizations. Companies such as Uber, Spotify, and Airbnb are disruptors—using digital technology to create new business models to upset the value inherent in existing markets. The phrase “the new normal” has been used to describe the business environment created by this uncertainty, volatility, and disruption. But companies may see this as “the new abnormal,” presenting organizations with new challenges to deliver the predictable and sustainable returns that investors expect.
In order to grow in this rapidly changing economy, companies face the need for innovation—not just in products, but also in their business models and strategies.
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