Because there has never been a product like this one on the market, consumers must spend a lot of time learning how to use a discontinuous innovation.
products created for functions for which there have never before been any products in the world. Discontinuous innovations, sometimes referred to as "radical," "Game Changer TM," or "disruptive," literally "alter the game" by reshaping current industries or spawning new ones. Successful discontinuous innovations result in substantial gains for the winners and substantial losses, often even bankruptcy, for the losers. A whole new product is introduced, altering consumers' consumption patterns significantly. Use disposable sanitizing tissues on the body instead of the shower or bath, for instance.
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