The real innovation is Disruptive & Sustainable Innovation.
Sustainability and disruptivity are both qualities of the next generation of successful products.
Namely
a disruptive product to be successful must also be sustainable.
We must consider that
● Disruptive is the side effect of innovation. [ see A mistake: the negative interpretation of the term Disruption ]
instead
● Sustainable is a product quality.
< see Manifesto of Innovation: Basic principles Sustainable Innovation (pitch) >
< see Differences between disruptive and sustainable >
It must be taken into account that the great Firms of the Market are not able to develop real disruptive & sustainable innovation
< see The great Firms are not able to develop disruptive innovation within them >
