The Disrtuptive innovation, that is the quality of the new generation of products required by the new demand does not start anymore from the research of a Market sector, but
starts from forms of non-consumption
(new practices that arise directly from the Crowd where the needs are not satisfied by the market).
<see New modality of Consumerism: the New Demand (Key of Changes #2)>
The concept of bottom-up innovation is recovered: innovation is driven by the stakeholeders (the holders of needs).
<see Innovation is intrinsically (historically) bottom-up >
And the Market is forced to adapt to the new Demand, radically transforming its approach to Business.
<see Towards a New Marketing (1): beyond the Analytic Marketing, toward a pro-sumer Market >
