Case Study On The Mechanism Of Sustainable Growth Of Disruptive Innovation Enterprises

Disruptive innovation is not in the mainstream consumer market as the goal, comparedwith existing products through the introduction of relatively good enough products andservices to low-end markets or targeting new markets, create new customer value network,destroy the mainstream market competition advantage based latecomer countries andcompanies to become an important and innovative ways. China also began to have a largenumber of enterprises to adopt latecomer firm market disruptive innovation to achieve rapidgrowth, disruptive innovation business is through disruptive innovation strategy successfullyentered the market but still a certain gap with industry leading companies, but the success ofmany enterprises only flash in the pan, so the theme of this paper how to make thesedisruptive innovation enterprises to maintain sustainable growth.The research method is the case study method.Firstly, a review of the relevant theory andcombing analysis to define the concept of disruptive innovation, factors model, factors andbusiness growth, the study found the space of this article, according to Chinese scholarsPengzheng Bo propose innovative paths in different industries have different Researchpremise to explore the effects of different innovative ways for different industries continued togrow, the analysis disruptive innovation enterprise in order to maintain sustainable growthstrategy should choose what kind of innovation.Then referred to according to Christensen (2006) definition of product structure andinterface, industrial classification will be two categories, one is modular stronger industry,one of the industry is highly interdependent, modular components and strong industry(subsystem) can be manufactured in different independent enterprises, high mutualdependence of industry parts (subsystems) associated with the extent and characteristics ofthe industry through two types of companies in the two industries disruptive innovationdevelopment process may encounter problems analysis, this paper proposes two hypotheses:(1) strong in the modular industry, disruptive innovation enterprises continue toimplement disruptive innovation disruptive innovation model, the enterprise easier to achievesustained growth.(2) the strong interdependence of industry, disruptive innovation enterprises to adoptsustaining innovation strategy, the enterprise easier to achieve sustained growth.Through the Automotive Industry (Modular strong) and Great Wall Motor and CheryAutomobile,(interdependence and strong) comparison Dangdang Jingdong Mall and four cases of self B2C industry analysis, these two assumptions are the two industries have beenverified, then the Christensen disruptive innovation theory and the latest developments in theapplication of the theory of latecomer companies provide an important basis.