Business View Magazine | March 2019

11 off: Shuttered companies, lost jobs, and hurt communities are inherent by-products, as market creation and market destruction are inextricably linked. In a groundbreaking new ar- ticle "Nondisruptive Creation: Rethinking Innovation and Growth," released recently by the MIT/Sloan Manage- ment Review, W. Chan Kim and Renée Mauborgne argue that there's another path to growth — one that breaks the painful, zero-sum trade-off of dis- ruption and offers a positive-sum approach to innovation: nondisruptive creation. Kim and Mauborgne are world-renowned pro- fessors of strategy at INSEAD, and global best- selling authors of the landmark books, Blue Ocean Strategy and Blue Ocean Shift. In this article, they apply their trademark strategic vision to upend popular thinking about inno- vation, market creation, and disruption. Draw- ing on three decades of research, the authors conclude that companies not only can, but should, take a much broader view of innova- tion and growth — and look for ways to cre- ate brand-new markets and businesses, rather than just disrupting or destroying those that already exist. "Whether in advanced nations or in develop- ing countries, history has shown nondisruptive creation to be as central to innovation and