In addition, an idea is disruptive if the process of development, production and
distribution are innovative, aligning with the new values of the new market.
Finally, a disruptive technology is usually targeted to low profit markets, providing an explanation as to why organizations with poor cost structures are able to take advantage of this low profit market. Big companies, in general, have a hierarchical governance, higher costs for R&D, high quality products and strive to attain high stakeholder profits;
simultaneously, positioning their products towards their current customers to avoid market uncertainty