Theother end of the innovation spectrum is radical innovation. This type ofinnovation is disruptive and new, involving risk-taking that results inrevolutionary products or technologies, hence the greater risk it carries,additionally creating new markets.
Radical innovation can effectively beexpressed by “blue ocean strategy” titled by Kim and Mauborgne. Blue oceanstrategy involves not fighting competition but circumventing it. Rather thanfighting for market share a company steps aside and simply creates its ownmarket (Kim W.
C., Mauborgne, R., 2005).Some companies don’t just innovatetheir products and services, they take it a step farther and fully innovatebusiness models within an industry.