Can organisations disrupt and expand from their core to sustain their operations?

Kaushik Sridhar

Research output: Contribution to journalArticlepeer-review


Christensen's concept of disruptive technology is enticing but is this notion – conceptual and financial – beyond the reach of many companies? Managing the risks is a reality, along with the necessary funds needed to enter new marketplaces. Zook suggests that nearby market opportunities adjacent to a strong core business offer one of the surest paths to new growth, whether industries are stable or changing rapidly. Companies that become practiced at finding a continued stream of adjacency moves – guided by the rules of disruptive technologies – may well find they are on the road to sustainable, solid growth while potentially causing a disruption in the market. This paper explores a way forward or shows methods for pushing out the boundaries of a company's core businesses and technologies in predictable, repeatable ways.
Original languageEnglish
Pages (from-to)433-448
Number of pages16
JournalInternational Journal of Services and Operations Management
Issue number4
Publication statusPublished - 2011


  • disruptive technology
  • adjacency moves
  • disruptive innovation
  • sustaining innovation
  • Australian retail industry
  • case study
  • risk management
  • market opportunities
  • core business
  • core technology


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