3. Disrupt yourself, rather than wait for others to disrupt you. A firm may develop
products specifically for emerging markets such as China and India, and then introduce
these innovations into developed markets such as the United States, Japan, or
the European Union. 66 Strategy Highlight 7.2 describes how GE Healthcare invented
and commercialized a disruptive innovation in China that is now entering the U.S.
market (riding the steep technology trajectory of disruptive innovation shown in
Exhibit 7.11 ).