Explain the difference between sustaining and disruptive innovation.

What will be an ideal response?

Sustaining innovation results in enhancements to existing products, services, and ways of operating. Such innovations are important as they enable an organization to continually increase profits, lower costs, and gain market share. A disruptive innovation is one that initially provides a lower level of performance than the marketplace has grown to accept. Over time, however, the disruptive innovation is improved to provide some new performance characteristics and becomes more attractive to users in a new market. As it continues to improve and begins to provide a higher level of performance, it eventually displaces the former product or way of doing things.