INSEAD Professors and bestselling authors W. Chan Kim and Renée Mauborgne launch new book: Beyond Disruption

Beyond Disruption

W. Chan Kim and Renée Mauborgne, codirectors of the INSEAD Blue Ocean Strategy Institute, have launched their highly-anticipated new book – Beyond Disruption – offering a bold, new idea that will transform how we think about innovation and growth.

Many people have come to see “disruption” as a near-synonym for “innovation.” But disruption, for all its power, is destructive—displacing jobs, companies, and even entire industries. As the professors’ research reveals, this fixation with disruption leads companies to overlook an alternative path to innovation and growth.

Beyond Disruption redefines and expands the existing view of innovation by introducing nondisruptive creation, a new approach that is free from the destructive displacement that happens when innovators set out to disrupt.

With three decades of research, Professors Kim and Mauborgne, who are also the #1 global bestselling authors of Blue Ocean Strategy, show how nondisruptive creation is the path to new industries, new jobs, and profitable growth without the pain of shuttered companies, hurt communities, or lost jobs. It’s a path beyond disruption, where business and society can thrive together.

The professors outline the distinct advantages of nondisruptive creation to business and society, and how this new approach to innovation allows companies to grow while also being a force for good. With examples that reach across all sectors of the economy and a practical framework for guiding innovation efforts, this book explains:

  • Why nondisruptive creation matters to all of us and why it is likely to become even more important in the future
  • How it complements disruption and how you can identify and execute on nondisruptive opportunities
  • How companies can more thoughtfully pursue their growth and innovation strategies in a way that better balances business and society

According to Professors Kim and Mauborgne, nondisruptive creation opens a path for all of us to solve brand-new problems and create brand-new opportunities beyond existing industry boundaries, whether those problems and opportunities are existing but unexplored or newly emerging. It’s a positive-sum approach to innovation and growth, where business and society can thrive together.

W. Chan Kim and Renée Mauborgne are professors of strategy at INSEAD and codirectors of the INSEAD Blue Ocean Strategy Institute in Fontainebleau, France. They are the authors of the global bestseller Blue Ocean Strategy, which has sold over 4 million copies and is recognised as one of the most iconic and impactful strategy books ever written, and the New York Times, #1 Wall Street JournalUSA Today, and Los Angeles Times bestseller, Blue Ocean Shift. To date, Blue Ocean Strategy and Blue Ocean Shift teaching materials have been adopted by nearly 3,000 universities across the globe. In 2019, they were named the most influential management thinkers in the world by Thinkers50. In 2023, they were among four professors honoured at Harvard Business Review’s 100th-anniversary celebration.     

This latest book, Beyond Disruption, is a practical guide for driving innovation and growth. The rich research behind the book, and its impactful message, make it a must-read book for the next generation of innovators.