Preserving and/or Disrupting

ABSTRACT:
I'm reading a lot about "disruptive" innovation from firms that I think have a lot to protect and preserve. When I read that, I become fairly suspicious, because I'm not sure it's possible to simultaneously protect what is "important" and disrupt at the same time, unless the disruption is taking place in a market or business adjacent to or distant from whatever the corporation is trying to protect. Can you simultaneously protect and disrupt the same product, segment or market? I think the answer is "no". So what are all of these corporations disrupting?

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