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Surname1 Name Tutor Course Date Disruptive Innovation Introduction Innovation in business administration is referred to as the application of effective and better solutions to new requirements, unaddressed demands or existing market needs. These new solutions can either significantly affect the existing market or bring no significant change in the existing market. This is achieved through more effective technology, improved terms of service and products. There are two types of innovations; sustaining innovation which does not significantly bring change to the existing market. Sustaining innovation may either be evolutionary or revolutionary ( Yu, 36 ). Evolution sustaining innovation improves a product in the market according to the consumers’ expectations while revolutionary sustaining innovation is the creation of unexpected new product which does not disrupt the existing market. Disruptive innovation is an innovation that through different set of values creating new market through the provision of different set of business norms and values which unexpectedly and ultimately displaces the existing market. This type of innovation is mostly produced by the outsiders and entrepreneurs but not the existing market-leading companies. These companies tend to enjoy conducive business environment which do not allow them to do disruptive innovation which are not profitable enough at the beginning and also the scares resources which are required to maintain the existing companies from competitions ( Rotheram-Borus, 466 ). According to Christensen, disruptive innovation can interfere with well-managed, successful companies which are responsible to their customers’ demands and they tend to ignore markets which are more susceptible to disruptive innovations which majorly target the gap between the current companies and the customers’ needs. Company’s Background Information US Mills company is an existing packaged food products. It is an American based private owned company started in 1908 the company is specialized in production, distribution and supply of the natural food products such as organic cookies cereals and crackers. The company is located in Massachusetts. Its target customers are supermarkets, wholesale grocers and natural food distributors. The common individuals and ordinary customers do not feel and enjoy the services of this company. Its main focus is large consumers such as supermarkets and wholesales leaving a gap between the ordinary consumers and small scale retailers. I intend to setting up a groceries company which is ready to serve the common consumers and small scale retailers with enhanced natural food products, increased efficiency in supply and greater reduced and affordable prices. This company is called Aziz Mills.
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