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To Disrupt or Not to Disrupt?

February 10, 2020 | Joshua Gans | Strategy

To disrupt, or not to disrupt? That is a very important question. Rather than single-mindedly heading down the path of would-be disrupter, new entrepreneurial companies can and should evaluate the trade-offs between disruption and other strategies. Doing so allows them to choose a strategy that is right for that startup, in that market, at that time, and to learn as the company commercializes its idea.

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