Disrupting the theory of disruptive innovation
Disruptive innovation, the theory which has made Harvard Business School’s Clayton Christensen a household name in business academia, has come in for some fresh criticism in an article published in the MIT Sloan Management Review.
Dartmouth Tuck’s Andrew King, a long-time critic of the theory coauthored the article with Baljir Baatartogtokh, a graduate student at Vancouver’s University of British Columbia (UBC). The principal charge they level is that disruptive innovation has too often been accepted as ‘gospel’ when the reality is that the theory’s effects – the displacement of established companies by those utilizing new innovations – doesn’t happen quite as often as has been suggested.
“Stories about disruptive innovation can provide warnings of what may happen, but they are no substitute for critical thinking,” the authors write.
The Dartmouth Tuck professor and UBC student sought the insights of 79 experts (of which 58% were academics and 10%, financial analysts) on 77 business cases previously presented by Christensen. From these responses, the authors found that only 9% of cases fulfilled all four of the theory’s criteria. In addition, the responding experts signaled that companies were not displaced by new innovators in approximately a third of the cases.
“We do not advocate discarding the theory of disruption. Rather, we recommend using its best parts in addition to classical approaches to strategic analysis,” the authors conclude.
It’s not the first time that disruptive innovation has attracted high-profile criticism. In 2014, an article in the New Yorker penned by Jill Lepore, a history professor at Harvard, also poured scorn on the theory’s wide-ranging applications and drew a stinging rebuke from Christensen in the process. She now welcomes the new paper and, according to the Boston Globe, has said: “For years, people who’ve pointed out the theory’s flaws, inconsistencies, and inadequacies have been shouted down or ignored, as if belief in disruption were a matter of faith and to question it on evidentiary grounds amounted to heresy.”
However, as yet Clayton Christensen still isn’t impressed by his theory’s detractors, calling the rigor of the research carried out by Dartmouth Tuck’s King and UBC’s Baatartogtokh into question. Indeed, the HBS professor has, in fact, always insisted that he welcomes examples that run counter to the theory as a means of strengthening it.



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