B2C Disruption Social Innovation Technology 
Tullio Siragusa
JUNE 5, 2023
Companies strived to deliver superior value to customers, which they identified as a more sustainable source of competitive advantage than merely having cutting-edge product technology. New technologies are emerging at an unprecedented pace, and businesses must adapt quickly to survive and thrive.
Tim Kastelle
MARCH 13, 2016
On top of this, from an incumbents’ point of view, there are legitimate reasons for rejecting a new technology. Moreover, if the innovation is truly different, then the incumbent would have to overhaul its systems and operations to adopt it. That means high integration costs – and another reason to be wary of new innovation.
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