Category disruption involves breaking traditional rules and innovating to alter the status quo. The disruption of established product or service categories is often driven by so-called ‘challenger’ brands that focus on human-centric innovation. Disruption is most commonly driven by the emergence of digital technologies, and the opportunities they bring to distribute products or rethink services.
Definition
Category disruption occurs when a disruptive innovation creates a new market and value network within a category and eventually disrupts an existing market and value network, displacing established market leaders and alliances.