A digital disruption is a specific perturbation that occurs when an existing offering or product is replaced by a digital or electronic innovation. The old offering is displaced from the market and replaced by a new one. A market disruption is therefore a displacement of old products or structures. A disruptive innovation does not always have to be negative. Some start-ups, such as Airbnb or Uber, were able to use the rules of global digitalisation for themselves professionally and skilfully through disruptive marketing. They were able to snatch some crucial market shares from established companies in a very short time. They didn’t even need their own inventory to do this! Get insights into how start-ups are founded or how such events can affect your business environment.
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