Assignement description:

Disruptive Innovation

What it is: One of the most important theories of innovation, but one which is usually completely misunderstood. Brought to prominence by Professor Clayton Christensen's book The Innovator's

Dilemma, this important theory provides an explanation as to why large, established companies eventually get overtaken by smaller ones, and it introduced the concept of disruptive innovation.

Put simply, it theorises that small companies can disrupt the market of large companies by releasing a new version of an offering which appeals more to a subset of the customers. In many cases (especially those listed in the book, such as Computer Storage, Department Stores and Construction Equipment), the small company releases a new technology which is inferior in quality or performance to that of the large company, but makes up for it in another way, like a lower price or convenience. Over time and iteration, this new technology will begin improving to handle more demanding uses.

The important aspect of the theory which most discussions ignore though is that while it is happening, management at the established companies think they're making the right decision to let the new companies take over the low-end of the market. The reason: The low end of the market is often the least profitable, and by removing it from your customer base, the large companies are

becoming more profitable (although not necessarily making more profit). Since company leaders have often been taught that increasing profitability is the holy grail of management, it makes perfect sense to allow someone else to take over the low market.

1500 words) o

1. Introduction

a.

Define what is Disruptive Innovation.

b.

Formulate and include a thesis statement, summarizing the disruptive innovation in the hospitality and tourism Industry. (Estimate 2 - 4 hours)

2. Evaluate the use of Disruptive Innovation within the hospitality Industry

a.

Advantages and disadvantages of Disruptive Innovation.

b. Explain at least 5 examples of how Disruptive Innovation is used the Hospitality and Toursim Industry. (Estimate 3 - 4 hours)

3. Explore and comment on new hotel trends where disruptive innovation could be useful due to the Covid pandemic

.

Provide specific and realistic solution(s) or changes needed.

b. Explain why this solution was chosen and how it was implemented.(Estimate 3 - 4 hours)

4. Identify and discuss the future trends (opportunities) in the hospitality Industry (estimate 1 - 2 hours)

Consider tourism marketing to see a positive and improved change that will enhance the tourists' overall experience due to the application of disruptive innovation.

Consider what skill sets are required by the workforce to benefit from these opportunities.