Innovation usually refers to the creation of a product,
service, or process. Innovation can be thought of as
falling on a continuum from evolutionary or
“continuous” to revolutionary or “discontinuous.”
Terms such as “radical,” “breakthrough,” and “boundary
expanding” have all been used to refer to products that
involve dramatic departures from existent products or
their logical extensions. Discontinuous innovation is
usually based on a new technology or disruptive
technology that can significantly improve the existing
product functionality, add new product features while
reducing product costs. Therefore, discontinuous
innovation has become an advantageous strategy of
grabbing major market share and profit. Radical or
discontinuous new products play an important role in
building competitive advantage and can contribute
significantly to a firm's growth and profitability