Abstract
Imagine the following: your customers love the products, services and performance you deliver, and your competitors are years behind you in terms of performance. You seem invincible, which sales numbers only seem to confirm because your company is breaking one growth record after the other. It truly seems that you are riding on a wave of continuous luck and success, with your teams over-performing and customers valuing your offering. There just truly are no signs anywhere that something could go wrong! Or at least you think so.
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Fuchs, C., & Golenhofen, F. J. (2019). Disruptive Innovation. In Management for Professionals (Vol. Part F516, pp. 11–37). Springer Nature. https://doi.org/10.1007/978-3-319-93512-6_2
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