Study On Disruptive Innovation In The Development Of Later Comers

Throughout the situation of foreign and domestic enterprises’development, some veteran leading enterprises were lagged behind when facing rapid marketing change and technical innovation while some later-comers were able to catch up from behind and grow very fast. Why could this happen? How did those later-comers achieve leap frog development? It has been an important topic in strategic management for a long period of time, though it is not well studied and proven. In this paper, the topic has been studied systematically through new achievements of disruptive innovation theory. By commercializing easier, more convenient and cheaper goods, in disruptive innovation theory, products can be sold to new group of customers or lower end users. New market will be open through attracting non-mainstream and not-too-picky customers, and then the old market order is possibly broken. With technical and function improvement, the non-mainstream market is able to become mainstream through constructing value structure for new customers.Disruptive innovation theory can be adopted easily by later-comers to win the market which is an effective way to achieve leapfrog development.Based on related innovation concept, this paper analyzes the development opportunities of later-comers in different innovation mode, analyzes that traditional sustaining mode is not suitable to keep innovation by those enterprises due to their characteristics and initial conditions. The empirical method is adopted in this paper to approve that disruptive innovation open the gate of opportunities for those later-comers and it’s the best way for those to catch up from behind. Through studying the related literature and theory and empirical research on those internet enterprises, the paper constructs a model of disruptive innovation for those later-comers and analyzes the characteristics, comes up with a solution for those later-comers and provide a definite path for consideration.